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GROUP MANAGEMENT REPORT – OUR GROUP adidas Strategy 67
adidas Sport Style: divisional overview
The market for streetwear and lifestyle
fashion represents a unique opportunity
for sporting goods companies as it is
more fragmented and larger in size than
the market for products used in sports
activity. In addition, profitability in the
sports lifestyle market is typically higher
as a result of lower product complexity.
adidas was the first brand to credibly
leverage its sports assets in the lifestyle
arena and as a result is regarded as a
legitimate sports lifestyle brand. What
started as a niche business has devel-
oped into a significant contributor to the
Group’s top-line development. To best
tap the potential of the sports lifestyle
market, adidas created a dedicated Sport
Style division primarily focused on its
Originals and Fashion businesses (e.g.
Y-3, Porsche Design Sport).
adidas Originals: from niche
to fashion mainstream
The cornerstone of the Sport Style division
is adidas Originals: the original lifestyle
brand, born in sport heritage but living in
contemporary lifestyles. adidas Originals
with its Trefoil logo has become a relevant
part of many people’s lives, whether they
be skaters, rockers, artists, musicians,
sneakerheads, sports fans, etc.
With a holistic offering in products
and communications, adidas Originals
speaks to and engages the youth audi-
ence in authentic, creative and new
ways with the “Celebrate Originality”
philosophy.
To address the needs of its diverse con-
sumer groups and maximise business
opportunities, adidas Originals takes a
two-tier strategy to brand and product
marketing: Statement and Core. State-
ment product concepts aim to generate
buzz and to keep the brand fresh and
relevant. Core product concepts aim to
generate sales volumes by presenting
a constant collection that is uniquely
adidas.
In 2009 and looking ahead to 2010,
the brand marketing efforts continue
to be aimed at winning over that Core
consumer. The message of “Celebrate
Originality” remains consistent, but
as a backdrop the campaign for 2010
takes a close look at the “Street Where
Originality Lives”. Once again including
musicians, skaters, athletes and even
STAR WARS™ characters, this campaign
is a clear evolution of the 2008/2009
House Party with a strong focus on
not only recognisable celebrities in the
crowd, but also on highlighting current
Originals products.
adidas Originals is proud to present a unique collaboration
with one of the world’s best-known out-of-this-world brands:
STAR WARS™. Inspired by the galactic saga, the STAR WARS™
collection consists of limited edition as well as mass distribution
footwear, apparel and accessories. Classic adidas Originals track
tops and sneaker styles are represented with characters and
scenes from the epic saga in re-interpreted versions.
adidas Originals
STAR WARS™ collection P
04