Reebok 2010 Annual Report Download - page 91

Group Management Report – Our Group Global Brands Strategy 87
Global Brands Strategy
Global Brands is responsible for all the marketing functions and long-term development of the adidas and Reebok brands.
The primary objective of this portfolio strategy is to ensure that our brands seize market and category opportunities through
well-defined and coordinated go-to-market strategies. Each brand is responsible for the execution of its strategic focus by
creating a constant stream of innovative and inspiring products and generating communication strategies that represent each
brand and category in an engaging and compelling way with their target consumers.
Driving the long-term development
of adidas and Reebok
To secure long-term sustainable growth
for the Group, Global Brands is focused
on driving the development of the adidas
and Reebok brands. The overall strategic
goal is to achieve qualitative, sustainable
growth by building desirable brands in
consumers’ and customers’ perception.
In 2010, Global Brands played a central
role in the creation of Route 2015,
the adidas Group’s five-year strategic
business plan. The adidas and Reebok
brands are expected to deliver 90% of
the targeted growth for the Group in that
period.
Brand architecture – portfolio strategy
01
PURE
PERFORMER
ATHLETIC
STYLITE
ATHLETIC
CLASSIC
BRAND
DRIVEN
SPORT
INSPIRED
STYLE
ADOPTER
STYLE
SETTER
COMPETITIVE SPORTS ACTIVE SPORTS CASUAL SPORTS SPORTS FASHION
Areas within adidas and Reebok that
were identified as key contributors and
game changers for the adidas Group
include:
– Gaining sales and market share in
the key global categories running
and basketball with adidas Sport
Performance
– Expanding adidas Sport Style into fast
fashion with adidas NEO
– Establishing Reebok as the leading
fitness and training brand
– Leading the industry in the fields of
customisation and interactivity across
categories.
Focus on the consumer
The consumer is at the heart of
everything we do. This is the first and
most important realisation, and we must
adhere to it to deliver long-term success.
As part of its function, Global Brands
has mapped out our target consumer
universe which spans from our roots in
sport – the pure performer – through to
today’s style setters who have embraced
sporting goods brands see 01.