Reebok 2009 Annual Report Download - page 84
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80 GROUP MANAGEMENT REPORT – OUR GROUP TaylorMade-adidas Golf Strategy
adidas Golf: setting new standards
in high-performance footwear and
apparel
adidas Golf makes high-performance golf
footwear and apparel for athletes who
want to maximise their physical potential
in order to play the game at their highest
level. Therefore, the brand’s array of
products embodies its popular maxim –
Equipment For Your Body™.
In footwear, leveraging proprietary
technologies from various other adidas
categories such as adiPRENE®+ with
golf-specific technologies offers a
significant competitive advantage over
pure play golf footwear brands. In 2009,
adidas Golf was able to bring significant
new innovation to market including the
ultra-stable TOUR360 4.0 with revolution-
ary THiNTech technology, and TOUR360
Sport with “50/50 protect”, as well as the
ultra- comfortable FitRx and FitRx Sport.
In apparel, adidas Golf positions itself as
the most innovative performance brand in
the game by utilising adidas technologies
such as FORMOTION™, CLIMACOOL®
and CLIMAPROOF® technologies in
adidas Golf apparel products. adidas Golf
was the first major brand to incorporate
technologies like these into golf apparel.
In 2010, a variety of exciting new
launches such as a new premium
offering called adiPURE™ (footwear
and apparel) will continue adidas Golf’s
authentic union of design, technology
and function.
In addition, the brand will begin to lever-
age its partnership portfolio further. New
signature lines planned with Natalie
Gulbis and Paula Creamer designed for
and with input from these two highly
popular and visible LPGA stars will help
adidas Golf expand its line of women-
specific golf products. Also planned is
the TOUR360 4.0 Sport, which offers a
new approach to combining breathability
with protection, and a new range of
CLIMACOOL® tops and bottoms with soft-
touch COOLMAX® fabric.
adidas Golf’s 2010 brand platform is firmly focused on giving
athletes technological breakthroughs that reshape what’s
athletically possible on the golf course. Breakthroughs include
COOLMAX® ENERGY in apparel, which promotes more endurance
via scientifically designed fibres that increase airflow to the skin.
In footwear, the advanced THiNTech technology which lowers the
golfer closer to the ground for better balance and stability is now
available in every adidas Golf shoe.
Brand Campaign 2010 C
02