Reebok 2009 Annual Report Download - page 72

68 GROUP MANAGEMENT REPORT – OUR GROUP adidas Strategy
In addition, adidas Originals will con-
tinue to build a connection with teenage
consumers and is now using a constant
stream of digital content to keep them
interested 365 days per year (for example
on Facebook, adidas Originals already
has over 2 million fans). This is an excit-
ing area for the brand’s consumers and
an area where adidas Originals is cur-
rently a leader.
adidas is now actively looking to leverage
its fashion credibility to grow its sports
lifestyle business in new price points and
distribution channels. With collaborations
such as Y-3 and Porsche Design Sport
already at the top of the fashion pyramid,
in 2009 adidas introduced adidas SLVR to
expand its presence among mid-price-
point consumers, while at the same time
further expanding adidas Style Essen-
tials to capture a younger, more price-
conscious consumer.
adidas identified that there is a market
need for sophisticated, classic, yet fresh
and confident sportswear that lasts
longer than one season. adidas SLVR
will fulfil this need. Since launching
adidas SLVR in February 2009, adidas
has opened stand-alone retail locations
in New York, Paris and Bangkok. adidas
SLVR is also carried in all major adidas
brand centres in Berlin, Beijing, Paris as
well as in adidas online stores in the USA
and Europe. In 2009, adidas SLVR was
also introduced to wholesale partners in
Japan. In 2010, adidas SLVR’s distribu-
tion base will be widened, including its
introduction to wholesale partners in the
United States.
Incorporating footwear, apparel
and accessories, adidas Style Essentials
focuses on young, style-adopting
consumers that shop at volume distri-
bution channels and at more accessible
price points. It capitalises on existing
trends and brings them to market more
rapidly than traditional sporting goods
timelines.
The Fashion Group: adidas is fashion
In 2002, adidas entered high-end fashion,
collaborating for the first time with one of
the most innovative and highly regarded
global designers: Yohji Yamamoto. Creat-
ing the Y-3 brand, adidas combined the
worlds of fashion and sports, making
adidas a true pioneer in the field of sport-
inspired, high-end, premium fashion.
In celebration of the upcoming 2010 FIFA World Cup™, the Y-3
spring/summer 2010 collection takes a global tour of modern
sport style. The collection includes limited-edition trainers in
the classic Field style, updated with an exaggerated removable
tongue and bold, graphic colourways inspired by the national
flags of adidas sponsored teams. The pictured Kazuhiri is one
of the highlight products of the collection, featuring a premium
leather upper, a contrasting white sole and an elasticated tongue.
Y-3 Spring/Summer 2010 Collection P
05