Reebok 2010 Annual Report Download - page 102

98 Group Management Report – Our Group Other Businesses Strategy TaylorMade-adidas Golf Strategy
Other Businesses Strategy
Other Businesses primarily include the TaylorMade-adidas Golf, Rockport and Reebok-CCM Hockey segments. Each of
these segments has its own strategy in place in order to address its specific target groups directly and further expand its
market share. In this way, they contribute together to our Group’s overall goal: to become the global leader in the sporting
goods industry.
TaylorMade- adidas Golf
Strategy
TaylorMade- adidas Golf’s aim is to be the
leading performance golf company in the
world in terms of sales and profitability.
It combines three of golf’s best-known
and respected brands: TaylorMade,
adidas Golf and Ashworth. The segment’s
primary strategic pillars are to contin-
uously develop and commercialise the
most innovative, technologically advanced
products while, at the same time, main-
taining brand credibility through high
visibility on professional golf tours. In
addition, leveraging brand equity through
the creation and execution of new
marketing and retail initiatives as well
as improving global distribution are key
priorities for long-term growth.
TaylorMade-adidas Golf at a glance
About TaylorMade-adidas Golf TaylorMade-adidas Golf implements
a multi-brand strategy comprised
of three well-defined golf brands
under one roof: TaylorMade, adidas
Golf and Ashworth. The segment’s
strategy is to continuously develop
and commercialise innovative,
technologically advanced products
while at the same time maintaining
credibility through high visibility on
professional golf tours.
Brand mission To be the leading performance golf
company in the world in terms of
sales and profitability.
Brand attitude TaylorMade, adidas Golf and
Ashworth each strive to remain
authentic, passionate, competitive
and innovative, helping us to succeed
at creating ever better products for
the golfers we serve.
Key markets North America, United Kingdom,
Japan
Focus areas Golf equipment, footwear, apparel
Key strategic pillars – Maintain TaylorMade’s status as the
No. 1 driver brand on the world’s
major professional golf tours.
– Continue to develop and distribute
technologically advanced
metalwoods, irons, putters, balls,
footwear and apparel that offer a
competitive advantage to golfers of
all skill levels.
– Maintain high visibility of the adidas
Golf brand on the world’s major
professional golf tours.
– Develop Ashworth as a true golf
lifestyle brand.
Net sales in 2010 € 909 million
01
Capitalising on the strong market
positions of three well-established
brands
TaylorMade- adidas Golf implements a
multi-brand strategy comprised of three
well-defined golf brands under one roof.
TaylorMade is the market leader in the
metalwoods category, is among the
leaders in irons, and is steadily evolving
as a challenger in putters as well as
golf balls. adidas Golf develops high-
performance footwear and apparel for
athletes who want to maximise their
physical potential in order to play the
game at the highest level. Ashworth is
an authentic golf-inspired lifestyle brand
complementing adidas Golf’s position.
Combining adidas Golf and Ashworth,
TaylorMade- adidas Golf is a global
leader in golf apparel and number two
in footwear.
Innovation and technology focus
TaylorMade- adidas Golf’s core objective
is to create the best performance golf
products in the marketplace, starting
with a clear commitment to innovation
and technology see Research and Develop-
ment, p. 110. The segment therefore
strives to extend its leadership position
through innovation and cutting-edge
design, introducing at least two major
product innovations or evolutions
every 12 to 18 months. For example,
in 2010 TaylorMade introduced its new
xFT wedges incorporating Exchangeable
Face Technology, which allows the player
to replace the clubface in order to get
new, high-spinning grooves while keeping
the same clubhead. In addition, the Corza
Ghost putters help players to simplify
aiming through their white-coloured
putterhead including three, highly visible
crown lines and a circular hole through
the head.