Reebok 2010 Annual Report Download - page 105

Group Management Report – Our Group Other Businesses Strategy TaylorMade-adidas Golf Strategy 101
adidas Golf: setting new standards
in high-performance footwear
and apparel
adidas Golf offers 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.
In footwear, leveraging proprietary tech-
nologies from various other adidas
categories such as adiPrene+ with golf-
specific technologies offers a significant
competitive advantage over “pure play”
golf footwear brands.
adidas Golf
adiPure Z see p. 68
In 2010, adidas Golf was able to bring
significant new innovation to market
including the adiPure Z with revolutionary
ThinTech low-profile technology, bringing
the golfer closer to the ground for
improved stability, better overall footwork
and more consistent ball-striking.
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. For example,
in 2010 adidas Golf launched the new
Climacool with Coolmax Energy fabric
apparel line, which is designed to
improve airflow to the skin by utilising
microfibres.
In 2011, several new product
launches such as the next generation
of the Tour360 footwear franchise, the
Tour360 5.0, which is engineered to be
lighter, lower and more stable than its
predecessor, will continue adidas Golf’s
authentic union of design, technology
and function. In addition, in 2011, adidas
Golf will leverage its marketing efforts
for both its footwear and apparel lines
with one campaign – “Be Greater”.
This campaign will call the golfers’
attention to how adidas Golf equipment
is engineered to help them improve their
performance, exceed their potential and
reach a higher level.
Ashworth: an authentic golf
lifestyle brand
Ashworth provides TaylorMade- adidas
Golf with a unique opportunity to
establish a golf lifestyle business.
Founded in 1987, Ashworth’s roots in golf
and authenticity as a golf brand provide a
key differentiator from other golf lifestyle
brands. Following the acquisition in 2008,
the brand was given a facelift, including
definition of product range architecture,
cleaning-up of distribution and revamping
its partnership portfolio, thus creating a
platform for future profitable growth. In
2010, Ashworth introduced new product
lines incorporating proprietary fabrics
for easy care and superior wear. The
key priority for 2011 will be to further
strengthen the messaging of Ashworth’s
positioning as a golf lifestyle brand for
true golfers that believe “the course
never leaves you, and you never leave the
course”. Ashworth will also seek to build
Tour visibility and credibility utilising Tour
professionals Fred Couples, Sean O’Hair
and Ryan Palmer.
adidas Golf
adiComfort see p. 67