Reebok 2009 Annual Report Download - page 65

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GROUP MANAGEMENT REPORT – OUR GROUP adidas Strategy 61
Although the adidas Sport Performance
division offers products in almost every
sports category, the key priorities are:
Football
Running
Training
Basketball
Outdoor
Football: expanding market leadership
Being the most popular sport worldwide,
football is clearly one of adidas’ key
strategic priorities. For over 50 years,
adidas has led all major developments
in football boot and ball technologies.
Building on its success around major
sporting events such as the FIFA World
Cup™ and the European Football Cham-
pionship, the brand strives to increase
its leadership position by continuously
creating the industry’s top products and
fully leveraging its outstanding portfolio
of sports marketing partners.
Partners include leading football
associations (e.g. FIFA, UEFA), national
federations (e.g. Germany, Spain, Russia,
South Africa, Greece, Argentina, Mexico,
Japan), leagues (e.g. Major League
Soccer in the USA), clubs (e.g. Real
Madrid, AC Milan, Chelsea FC, Liverpool
FC, FC Bayern Munich, River Plate
Buenos Aires) and individual players
(e.g. Lionel Messi, Kaká, David Beckham,
Michael Ballack).
adidas sponsored national football teams unveiled their new
federation home kits for the 2010 FIFA World Cup™ in November
2009. All the jerseys have design stories and myths that unite the
specific country. Also, for the first time, the players are able to
choose between jerseys based on FORMOTION™ and TECHFIT™
technologies which will help them to perform even better in
all weather conditions. Visuals with players like Lionel Messi,
Michael Ballack and David Villa were spread through all
advertising channels worldwide.
Every Team Needs a Shirt
with a Story C
01