Reebok 2010 Annual Report Download - page 115

Group Management Report – Our Group Research and Development 111
Major R&D locations and activities
Main activities Location
adidas Global Development
Center (ait) Herzogenaurach, Germany
Global Development
Center (ait) Portland/ Oregon, USA
Global Research and
Testing Center (ait) Scheinfeld,
Germany
Product Creation
Center Shanghai, China
Product Creation
Center Tokyo, Japan
Reebok Global Development
and Testing Center Canton/ Massachusetts, USA
Advanced
Development Center Fuzhou, China
Development and
Testing Center Ho Chi Minh, Vietnam
TaylorMade-adidas Golf Global Development
and Testing Center Carlsbad/ California, USA
Rockport Global Development
and Testing Center Canton/ Massachusetts, USA
Reebok-CCM Hockey Development and
Testing Center Montreal/ Quebec, Canada
01
Reebok-CCM Hockey R&D
located in Canada
The R&D team at Reebok-CCM Hockey,
located in Montreal/Quebec, Canada, is
dedicated to continuously creating state-
of-the-art hockey equipment for both
professional and recreational players.
Teams are organised by category under
the two brands Reebok and CCM.
Selective purchase of external
R&D expertise
In addition to its internal R&D efforts, the
adidas Group also purchases a limited
amount of R&D expertise from well-
established research partners. This
strategy allows for greater flexibility
and faster access to know-how that
may otherwise require considerable
time and resources if built up within
the Group. To increase efficiency and
protect research results, collaborations
are usually long-term and exclusive.
All projects carried out with external
partners are based on a clearly
defined mandate outlining the project
scope to ensure consistency with
the Group’s R&D focus. Major adidas
relationships exist with the University of
Loughborough, England, the University
of Calgary, Canada, the University of
Erlangen-Nuremberg and the University
of Freiburg, Germany. For example,
the ultra-lightweight adidas adiZero
F50 football boot’s traction studies
were carried out in conjunction with the
University of Freiburg, Germany.
Also in 2010, there were further Techfit
apparel technology developments,
in association with the University of
Calgary, Canada. For its 2010 product,
Reebok continued its research with
R&D institutes around the world, which
included electromyographic research at
Utica College, USA, and the University of
Erlangen-Nuremberg, Germany. On the
ZigTech platform, Reebok also carried
out under-foot pressure assessment
research in association with the
University of Wisconsin, USA. In 2010,
TaylorMade-adidas Golf continued its
long-term cooperation with researchers
at the University of Calgary, Canada,
with extensive joint swing dynamic
studies, identifying the influence of shaft
variations on player performance and
perception.
Active trademark and patent
protection policy
To capitalise on the Group’s R&D
achievements, we seek patent protection
for our innovations. It is an important
business policy for our Group to secure
the best available patent protection for
our innovations. As we use a wide range
of different technologies in our products,
we are not dependent upon any single
technology, or any patent rights related
to any single technology. We also own
a substantial portfolio of registered
trademarks for the Group’s brands and
related proprietary names.
As part of our business policy, we
enforce the Group’s trademarks and
patents by monitoring the marketplace
for infringements and taking action to
prevent them. This includes a vigorous
anti-counterfeiting programme. We also
have comprehensive processes, and
undertake significant research, to avoid
infringement of third party intellectual
property rights see Risk and Opportunity
Report, p. 158.
Highly skilled technical personnel
Our R&D departments comprise
experienced and skilled people from
different areas of technical expertise and
also from diverse cultural backgrounds.
Mechanical, biomechanical and
engineering specialists focus primarily
on the development of performance
footwear, concentrating on reducing
stress on knees and other joints. Experts
in material engineering concentrate
on the development of apparel and
footwear with an emphasis on increasing
durability and flexibility as well as
enhancing temperature and moisture
management. Process and production
specialists also form an essential part
of our product development strength.
Other professional backgrounds include
software development, industrial and
graphic design, electronic engineering,
Finite Element Analysis, advanced CAD
design and kinesiology. In 2011, we
expect the number of R&D employees to
increase slightly. The number of people
employed in the Group’s R&D activities at
December 31, 2010 was 1002, compared
to 999 employees in the prior year. This
represents 2% of total Group employees,
a slight decrease compared to the prior
year (2009: 3%).