Reebok 2010 Annual Report Download - page 118

114 Group Management Report – Our Group Research and Development
Reebok-CCM Hockey innovates
in sticks and skates
At Reebok-CCM Hockey, products
launched in 2010 accounted for 53%
of sales in North America. Only 12%
of sales were generated with products
introduced three or more years ago. In
2010, Reebok-CCM Hockey launched
new lines of skates and sticks. The
Reebok 11K skate combines the proven
Pump technology with the new Pro
Armour technology for improved support,
increased energy transfer and better
durability. The CCM U+ Crazy Light
skate is the most customisable skate
on the market thanks to the UForm-3D
technology and the FluidFit system.
The Reebok Sickick III stick with dual
matrix technology offers more feel,
better balance, quicker reaction time
and faster shots. Other technologically
driven products launched in 2010 include
Revoke Goalie equipment, Smooth Air
mouthguards and CCM protective gear.
Ambitious 2011 R&D targets
Our Group remains committed to
bringing at least one new revolutionary
technology or groundbreaking evolution
to the market each year see Group
Strategy, p. 80. In 2011, customisation
and digital sports products will be at
the forefront of adidas R&D activities
as we aim to position the brand as the
technology leader in this rapidly growing
category. Reebok’s R&D activities in
2011 will centre on the brand’s strategy
to target fitness and training through
strength, conditioning and flexibility
innovations. Each of these will be
achieved respectively through the
expansion of the toning and ZigTech
platforms and with the introduction of
RealFlex, a lightweight technology that
focuses on natural body movements.
TaylorMade-adidas Golf’s development
efforts will continue to reinforce industry
leadership by enhancing golfers’
performance through customisation
and adjustability features in woods and
forged irons. Rockport will focus its
product development on light weight,
comfort and walkability, particularly for
the DresSports collection and women’s
high-heeled shoes. Reebok-CCM Hockey
will concentrate on introducing new
technologies in all categories, including
skates with improved customisation for
the best fit at the lightest weight, and
sticks with maximum power without
sacrificing accuracy and feel.
Product awards 2010
Product Award Category Brand/Segment
adidas miCoach Stevie Award for Best Consumer Product /
The American Business Awards Consumer Product adidas
adidas miCoach App Mobile App of the Year Award /
The Stuff Gadget Awards 2010 Mobile App adidas
Terrex Solo Outdoor Industry Award /
OutDoor – The Leading Trade Fair Fast All-round / Approach Shoe adidas
adidas Authentic Jersey
– Collector's Edition Communication Design 2010 Red Dot Award / Design Zentrum Nordrhein Westfalen Packaging Design adidas
ZigTech running shoe Best Sole Mate Award / Wallpaper Magazine
Design Awards Footwear / Best Sole Mate Reebok
EasyTone toning shoe 2010 Product of the Year /
Sportsfack – Swedish sports magazine Sporting Goods Product Reebok
EasyTone toning shoe Most Innovative Sport Product Award / 2010
Oscar de l'Innovation Awards / LSA magazine Innovative Sport Product Reebok
Penta TP ball Ingenuity Honors / International Network of
Golf Industry Honors Product Ingenuity TaylorMade-adidas Golf
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