Reebok 2010 Annual Report Download - page 95

Group Management Report – Our Group Global Brands Strategy adidas Strategy 91
adidas Strategy
adidas – the performance brand
and multi-sport specialist
adidas’ mission is to be the leading sports
brand in the world. One major lever to
achieve this is the brand’s broad and
unique product portfolio spanning from
apparel and footwear for professional
athletes to premium fashion. It allows
adidas to address multiple consumer
needs, exploit market opportunities from
various angles as well as be less affected
by one-dimensional market risks. adidas’
commitment to product innovation and
its rich heritage differentiates the brand
from competitors and provides a solid
platform for future growth.
adidas Sport Performance – play to win
No other brand has a more distinguished
history or stronger connection with sport
than adidas. adidas is everywhere where
the best meet the best, like the FIFA
World Cup or the NBA All-Star Game, but
also everywhere else around the globe
where sports are simply played, watched,
enjoyed and celebrated.
Everything at adidas Sport
Performance reflects the spirit of our
founder Adi Dassler. The main objective is
simple: make athletes better. Therefore,
innovation is at the core of all adidas
Sport Performance products.
The target consumers of the sub-brand
are clearly those consumers who call
themselves athletes, are active in sport,
or simply are inspired by and love sport.
While we have a pivotal strength with
the 20- to 29-year-olds, going forward a
clear focus will be the high school athlete
and the 14- to 19-year-olds.
adidas Sport Performance offers
products in most sports categories. The
key focus categories are:
– Football
– Basketball
– Running
– Training
– Outdoor
Furthermore, adidas Sport Performance
is focusing on interactive and
customisation as key growth drivers
across categories. A perfect example
of this is adidas miCoach, which is the
world’s first web-based personalised
training service. It combines state-of-
the-art training with a personalised web
service and real-time audio coaching.
adidas Sport Performance
miCoach see p. 42
It is compatible with all MP3 players
and is available as an application on
various smart phones such as iPhone and
Blackberry. miCoach is a clear highlight
of our focus on innovation to help make
athletes better and “fit for performance”.
Five performance benefits
To be relevant to our target consumer
as the performance brand, we have
identified five consumer benefits which
will form the basis of our innovation
pipeline for the next five years. We
believe that serving these benefits will
keep us at the forefront of the industry,
building brand image and allowing us to
leverage our technologies and positioning
seamlessly across categories.
– Faster: To help athletes be faster,
we will focus on reducing product
weight, making the lightest products
on the market. The franchise will
be built with the adiZero platform.
Already prominent in 2010, this will
be a key initiative for 2011 where we
will introduce even lighter products
in football, basketball and American
football.
– Stronger: With adiPower, we intend
to create a franchise to own power
enhancement in sport. This platform
will include products such as Predator
in football, Barricade in tennis and
Techfit apparel.
adidas at a glance
About adidas adidas Sport Performance:
The guiding principle of adidas Sport
Performance is to make athletes better by
making them faster, stronger, smarter,
cooler and natural. The main focus is on
five key categories: football, basketball,
running, training and outdoor.
adidas Originals:
adidas Originals is the authentic, iconic
sportswear label for the street, and its
philosophy is Celebrate Originality.
adidas Sport Style:
adidas Sport Style is defined as the Future
of Sportswear and includes the labels Y-3,
Porsche Design Sport, adidas SLVR and
adidas NEO. adidas Sport Style’s positioning
statement is “Style your Life”.
Brand mission To be the leading sports brand
in the world.
Brand values Authentic, passionate, innovative,
inspirational, committed, honest
Brand attitude Impossible is nothing
World presence A true global brand with German roots
Focus areas Football, Basketball, Running, Outdoor,
Training, Originals, NEO, Customisation,
Interactive
Key strategic pillars – Gaining sales and market share with
key growth categories such as running
and basketball within adidas Sport
Performance.
– Leading the industry in the fields of
customisation and interactivity across
categories.
– Expanding adidas Sport Style in the fast
fashion business with NEO.
Net sales in 2010 € 8.714 billion
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