Reebok 2009 Annual Report Download - page 66

62 GROUP MANAGEMENT REPORT – OUR GROUP adidas Strategy
In 2010, Football will concentrate on
leveraging its strong product pipeline
with the goal of achieving new record
sales of above € 1.3 billion in the
category. The 2010 FIFA World Cup™ will
serve as a focal point for showcasing
the brand’s key initiatives. These
includes major updates to all three
primary football footwear product lines
(PREDATOR®, F50, adiPURE™), the
introduction of new federation jerseys
now ranging in two different forms
(classical jersey and body-fitting jersey
featuring TECHFIT™), and the official
match ball JABULANI. From a marketing
perspective, the brand will continue to
build on the “EVERY TEAM NEEDS …”
campaign established in 2009.
Running: building credibility with
high-performance athletes
Running continues to be one of adidas’
highest category priorities and is critical
to the brand’s success moving forward.
The brand’s philosophy is to inspire
and enable runners on all levels, with the
aim to be the most trusted and desired
runners’ brand in the world. First and
foremost, adidas focuses on building
credibility with the high-performance
athlete and high-frequency health and fit-
ness runners. This credibility provides a
strong foundation to leverage the broader
opportunity in the Running category, the
casual runner and the young everyday
runner where adidas has significant mar-
ket share opportunities.
To achieve growth and market share
increases in this category, in 2010 Run-
ning will put in place a three-year prod-
uct and campaign plan revolving around
how adidas can “Make Me Better”. This
means helping runners to be faster and
stronger by creating innovative solutions
that offer individualised motion, climate
management and interactivity.
adiSTAR® and Supernova™ offer-
ings will be the lead franchises for core
runners with an increased emphasis on
building share at specialty and sporting
goods stores. In addition, adidas Running
will continue its drive to be a key player
in the personalised running market with
further advances to its miCoach platform
which will be included in the key market-
ing campaign for 2010, “Run Yourself
Better”.
Training: creating new consumer
experiences
At adidas, Training is the biggest category
for both men and women. Training sup-
ports the preparation needs of serious
athletes across all sports disciplines and
is the industry’s largest apparel category.
Its positioning is driven by adidas’ desire
to support athletes to be “fit to win”.
To achieve this goal, Training develops
proprietary technologies and commer-
cialises innovations for sport-specific
categories to meet the needs of the
everyday athlete. For example, in 2009,
Training continued to expand athlete
usage of its industry-leading TECHFIT™
PowerWEB™ concept, expanding the
offering into new sports categories (e.g.
basketball), and widening its commer-
cially expanding executions at lower price
points.
THERMALLY BONDED 3-D PANELS
AND “GRIP’N’GROOVE” PROFILE
The Official Match Ball of the 2010 FIFA World Cup South Africa™
features a South African inspired design and radically new
technology. Comprising only eight, completely new, thermally
bonded 3-D panels, which for the first time are spherically
moulded, the JABULANI is perfectly round and the most accurate
ball yet. The newly developed “Grip’n’Groove” profile provides
players with a ball allowing an exceptionally stable flight and
perfect grip under all conditions.
JABULANI P
02