Reebok 2009 Annual Report Download - page 70

66 GROUP MANAGEMENT REPORT – OUR GROUP adidas Strategy
Outdoor: the athletic brand
in the outdoors
adidas has a long history in outdoor,
going back as far as 1978, when adidas
and Reinhold Messner developed a
new generation of boots which he used
to reach the basecamp on his way to
become the first man to climb Mount
Everest without the help of oxygen
equipment. With this heritage and the
growth in the outdoor sports sector,
adidas has invested in building an
authentic and performance-orientated
outdoor market position, through such
products collections as TERREX and
SUPER TREKKING. Given the progress
made and the attractive future growth
potential, adidas now recognises outdoor
as one of its key categories.
A key strategic priority for the cat-
egory is creating a technology platform
with unique features that make the brand
stand out from the competition. adidas
Outdoor’s key concept is the TERREX
product range, which targets athletic-
minded outdoor consumers who want to
challenge themselves mentally and phys-
ically. TERREX stands for lightweight,
highly functional outdoor products which
allow the consumer to move fast and
comfortably through the outdoors. As
well as footwear, adidas also offers a
holistic product range from head to toe
comprising apparel, backpacks and eye-
wear including latest adidas technologies
and renowned partner technologies such
as GORE-TEX®, WINDSTOPPER® and
Nano-Tex®.
As in other categories, creating mind
share, credibility and visibility through
partnerships and icons is an important
tool to drive market share growth. adidas
Outdoor ambassadors and athletes
include Thomas and Alexander Huber
(also known as the Huber Brothers) –
two of the world’s best climbers, Beat
Kammerlander (climbing), Bernd Zangerl
(bouldering) and other top athletes from
various outdoor sports such as kayak-
ing, slack lining, hang gliding and speed
flying.
In 2010, adidas will continue to
build on its growing momentum in par-
ticular with the TERREX product range,
which will include highlight products
such as the TERREX Lite Softshell jacket
as well as the TERREX Fast X FM outdoor
boots. These products, as well as the
brand’s authenticity, will be promoted by
a fully integrated marketing campaign
featuring expedition images of the Huber
Brothers showcasing the authenticity of
the brand and its products, as well as
cooperation activities with key retailers in
the sporting goods and specialty outdoor
channels.
adidas Outdoor intends to build on its growing momentum to achieve
new heights in 2010. In a new print campaign, two of the world’s best
climbers attest adidas Outdoor expertise: Thomas and Alexander
Huber. Both relied on adidas products during their latest expeditions.
Breathtaking images brought back from their extreme rock climbing
experience bring authentic reality to campaign visuals, proving that
the adidas TERREX product range has all the functionality needed to
challenge the outdoors.
adidas Outdoor Campaign 2010 C
04