Reebok 2009 Annual Report Download - page 99

GROUP MANAGEMENT REPORT – OUR GROUP Research and Development 95
Successful product launches across
all major adidas categories
As in previous years, the majority of
adidas sales in 2009 were generated
with new products
. Products launched
during the year accounted for 80% of
brand sales (2008: 78%). Only 3% of
total sales were generated with prod-
ucts introduced three or more years
ago (2008: 5%). In running, adidas
launched the adiSTAR® Salvation featur-
ing a new balanced forefoot and the new
pro- moderator technology. With this
extremely lightweight protective support
on the shoe’s inner midsole, the runner’s
foot is prevented from rolling too much
to the inside upon landing. Also, the
newly launched Supernova™ Glide was
constructed 20% lighter compared to its
predecessor. Highlight product launches
in the football category included the F50i,
the first football boot with a single-layer
upper called SprintSkin, allowing for
perfect contact with the ball. adidas also
further improved miCoach, an inter-
active training system which collects
and turns personal data into individual
training plans based on the user’s fitness
level and specific goals. The system is
operated with a device called miCoach
Pacer that measures heart rate, distance,
pace, stride rate and calories burned
in real time. All data synchronises with
the miCoach website www.adidas.com/
miCoach where users can track their
progress, see a detailed analysis of
their run and receive online coaching
feedback.
adidas also extended its TECHFIT™ range
with the introduction of TECHFIT™ Tuned
Compression. Using Seamless Melted
Yarn Technology to focus the highest level
of flexible compression on large muscle
groups, TECHFIT™ Tuned Compression
increases the expulsion of waste (lactate
acid) to accelerate muscle recovery.
Reebok launches EasyTone™ to
establish whole new toning category
In 2009, Reebok launched several new
product initiatives which had an impor-
tant influence on the brand’s sales devel-
opment, in particular in the Women’s
Fitness category. At brand Reebok, 64%
of ordered footwear was launched in
2009 (2008: 66%). Only 14% of ordered
footwear products were related to prod-
ucts introduced three or more years ago
(2008: 14%). In 2009, Reebok launched
the EasyTone™ shoe featuring “moving
air” technology. Balance pods located
in the sole of the shoe create natural
instability with each step. The proprietary
technology was worked into the shoe
without compromising the look. The need
to constantly rebalance weight tones the
wearer’s butt and leg muscles with every
step. Going forward, Reebok will build
on the success of the EasyTone™ and
further expand its offering in this emerg-
ing category see Reebok Strategy, p. 70. As
a result, we expect to sell several million
pairs of toning products in 2010.
Also, in 2009 Reebok launched JUKARI
Fit to Fly™, a new gym workout
devel-
oped in cooperation with Cirque du
Soleil. It uses a specially designed
trapeze-shaped piece of equipment
called JUKARI FlySet™ for an effec-
tive total body workout through cardio,
strength, balance and core training.
Innovation a key success factor for
TaylorMade-adidas Golf
In the TaylorMade-adidas Golf segment,
current products (i.e. products launched
in the last 18 months, which is the typi-
cal product lifecycle in golf) represented
69% of total hardware sales in 2009
(2008: 92%). The decline versus the prior
year is a result of higher clearance sales
to reduce excess inventory. Products
that had been brought to market three
or more years ago accounted for 15%
(2008: 1%). Among the highlight product
launches in 2009 was the R9™ driver
combining Movable Weight Technology™
with the new Flight Control Technology.
This technology allows the club user
to adjust the face angle and loft of his
driver by selecting the shaft position from
eight different options. The R9™ product
family of drivers accounted for approxi-
mately 50% of TaylorMade metalwoods
sales in 2009. TaylorMade also launched
the Burner® family of irons designed to
maximise forgiveness, speed and dis-
tance. Inverted Cone Technology,
visible
on the back of the clubface, promotes
faster ball speed and more
distance on
off-centre hits.
N °-
05
MAJOR 2009 PRODUCT LAUNCHES
Product Brand
adiPURE™ football boot adidas
Style Essentials footwear adidas
adidas Originals Vespa collection adidas
TERREX outdoor footwear and apparel adidas
adidas SLVR footwear and apparel adidas
UEFA Champions League Finale ball adidas
F50i football boot adidas
adiSTAR® Salvation running shoe adidas
Supernova™ Glide running shoe adidas
Supernova™ Sequence 2 running shoe adidas
adidas TECHFIT™ Tuned Compression adidas
UEFA Champions League 09/10 season ball adidas
2010 FIFA World Cup™ federation jerseys adidas
2010 FIFA World Cup™ match ball adidas
EasyTone™ training shoe Reebok
SelectRide™ running and training shoe Reebok
Reebok Cirque du Soleil collection Reebok
Premier Trinity KFS IV running shoe Reebok
Premier Verona KFS II running shoe Reebok
R9™ and R9™ TP drivers and irons TaylorMade
R9™ fairway woods TaylorMade
Rescue® 09 and Rescue® TP 09 hybrids TaylorMade
Burner® irons TaylorMade
xFT wedge TaylorMade
Penta TP ball TaylorMade
Women’s & Men’s FORMOTION™ and
CLIMACOOL® apparel adidas Golf
Women’s & Men’s CLIMAPROOF® Storm
Softshell jackets adidas Golf
Women’s & Men’s EZ-Tech apparel Ashworth
Women’s & Men’s Hi-Gauge apparel Ashworth
Women’s & Men’s Dewsweeper apparel Ashworth
DresSport® 2 Rockport
10K Sickick™ II stick Reebok Hockey
8.0.8 “O-Stick” Reebok Hockey
Octo Gun stick line CCM Hockey
U+™ Pro Skate CCM Hockey