Reebok 2009 Annual Report Download - page 87

GROUP MANAGEMENT REPORT – OUR GROUP Rockport Strategy 83
In addition, Rockport plans to further
leverage the Group’s infrastructure
(e.g. in emerging markets) as a core
element in supporting its global growth
strategy.
Key strategic product initiatives
and innovation
The Rockport brand continues its
commitment to incorporate innovative
concepts and advanced technologies
into its products. Following on the
highly successful 2009 re-launch of its
DresSport® 2 collection, which marries
athletic innovation and contemporary
style to make it one of the most com-
fortable, stylish and lightweight men’s
dress shoe collections on the market,
in 2010 Rockport will debut its innova-
tive new TruWALK product architecture.
TruWALK was developed as a result of
decades of biomechanical and physio-
logical research and provides the wearer
with a soft strike and smooth roll that
mimics the foot’s natural walking motion.
Rockport will also continue to leverage
Group-wide resources with the con-
tinued incorporation of industry-leading
technologies such as adidas adiPRENE®
and adiPRENE+® footbed technology into
its products.
Rockport’s spring/summer 2010 campaign underscores the
brand’s commitment to its vision of creating contemporary styles
engineered for maximum comfort. In the campaign visuals,
Rockport shoes demonstrate the freedom to roll from day to night,
from the office to dinner with friends, from an early breakfast in
town to a day hike in the foothills. Simply put, Rockport’s design
innovations allow their consumers to do more, be more, live more.
The global campaign will be executed in all markets, through
in-store visuals, media outreach and advertising initiatives.
Spring/Summer 2010 Campaign C
01