Reebok 2010 Annual Report Download - page 117

Group Management Report – Our Group Research and Development 113
Major 2010 product launches
Product Brand
adidas Team Signature basketball collection adidas
adiPure football boot adidas
UEFA Champions League Finale ball and
footwear package adidas
2010 FIFA World Cup package adidas
adiZero F50 football boot adidas
Terrex outdoor apparel and footwear adidas
Supernova Glide running shoe adidas
adiStar Salvation running shoe adidas
Supernova Sequence and Supernova Riot
running shoes adidas
miCoach training system adidas
adidas by Stella McCartney performance cycling
collection adidas
Techfit PowerWeb men’s training apparel adidas
Men’s and women’s Fluid Trainer training shoe adidas
Star Wars Originals collection adidas
JumpTone men’s footwear Reebok
ZigSlash and ZigReenergize basketball footwear Reebok
U-Form 4-Speed football cleat Reebok
Cirque du Soleil collection Reebok
Jukari Fit to Flex women’s footwear Reebok
RunTone men’s footwear Reebok
ZigEnergy and ZigFuel men’s footwear Reebok
Emporio Armani footwear and EA7 collection Reebok
TrainTone women’s footwear Reebok
Burner SuperFast driver and fairway woods TaylorMade
R9 SuperTri driver TaylorMade
Monza Spider Vicino putter TaylorMade
Burner SuperLaunch irons TaylorMade
Men’s Formotion apparel adidas Golf
Men’s/women’s Climacool apparel with
soft-touch Coolmax adidas Golf
Men’s/women’s adiPure apparel adidas Golf
Men’s/women’s EZ-Tech apparel Ashworth
Men’s/women’s Doeskin outerwear Ashworth
Reebok 11K skates Reebok Hockey
Reebok 11K Sickick III stick Reebok Hockey
CCM U+ Octolight stick CCM Hockey
CCM U+ Pro protective equipment CCM Hockey
CCM U+ Crazy Light skate CCM Hockey
TruWalk men’s and women’s footwear Rockport
05
Reebok expands toning and introduces
ZigTech technology platform
In 2010, Reebok’s latest products
generated the majority of Reebok’s
sales, with an estimated 63% of footwear
sales coming from products launched in
2010 (2009: 64%). Only 15% of footwear
product sales relate to products intro-
duced three or more years ago (2009:
14%).
Reebok expanded its toning offering
with the introduction of RunTone,
TrainTone and JumpTone. Each toning
platform encourages muscle activation
in key leg muscles but is engineered for
specific sports (RunTone for running,
TrainTone for training and JumpTone for
basketball). The technological innovations
in these products also support growth into
the men’s category, as increased muscle
activation finds resonance with this
target consumer, particularly in terms of
building strength. In 2010, toning products
were also introduced for apparel. The
EasyTone apparel collection is designed to
tone and strengthen upper body muscles
and improve posture and body alignment.
This innovative performance apparel
line uses ResisTone bands to create
resistance as the wearer moves. Also
in 2010, Reebok launched the ZigTech
technology platform, which concentrates
on delivering improved efficiency to
athletes, enabling them to run further and
reduce wear and tear in key leg muscles.
The sole of the ZigTech shoe features
lightweight foam that is engineered into
a geometric, zig-zag shape. This unique
zig-shaped sole absorbs the impact of
heel strike and sends a wave of energy
along the length of the shoe, propelling
the athlete forward with each step.
Innovation a key success factor for
TaylorMade-adidas Golf
At TaylorMade-adidas Golf, current
products (i.e. products launched in the
last 18 months, which is the typical
product lifecycle in golf) represented
58% of total hardware sales in 2010
(2009: 69%). Products that had been
brought to market three or more
years ago accounted for 5% of sales in
2010 (2009:15%). Among the highlight
product launches in 2010 was the R9
SuperTri driver, which combines Movable
Weight Technology with Flight Control
Technology. The R9 product family of
woods accounted for approximately 37%
of TaylorMade metalwoods sales in 2010.
TaylorMade also launched the Burner
SuperFast driver in 2010. This ultra-
lightweight (<285g) and aerodynamically
engineered driver is designed to produce
maximum head speed. The new Burner
2.0 irons, introduced in 2010, have
individually been further engineered
to improve distance, accuracy and
playability. The Burner 2.0 irons gained
substantial market share at the end of
2010 and played a key role in placing
TaylorMade as number one in irons
in terms of dollar sales in the USA in
November and December 2010.
The TaylorMade Penta ball became
available in quantities worldwide in 2010
and represented 35% of TaylorMade’s
golf ball sales in the US market in 2010.
Finally, the Corza Ghost putter, the first
white putter, became the number three
putter model sold in the USA in 2010 and
propelled market share in putters well
above 10%.
Rockport extends truWalk architecture
Due to the different business model for
the Rockport brand as a leather shoe
company, the impact from new styles
is significantly lower compared to our
other brands. Products launched in
2010 accounted for an estimated 52%
of sales (2009: 55%). In 2010, R&D
efforts concentrated on making shoes
more walkable and this was achieved
by extending Rockport’s innovative
truWalk architecture into dress, casual
and rugged casual shoe products. The
truWalk architecture works with the
foot’s natural motion, resulting in a more
comfortable, energised stride. Using
adiPrene technology by adidas, truWalk
enables a soft heel-strike, transitioning
to a smooth roll through the arch, and
finishing with a forefoot flex for an
energised push-off.