Reebok 2010 Annual Report Download - page 96

92 Group Management Report – Our Group Global Brands Strategy adidas Strategy
– Smarter: Through interactive products,
we will help athletes and consumers
of all fitness levels to be, train and
perform smarter. We work with the
best athletes and coaches around the
world. Through platforms such as
miCoach, we will make this knowledge
available to every consumer, helping
them to define and work towards their
individual goals.
– Cooler: These products will be geared
to help the athlete to always have the
right temperature (cooler, warmer,
wind protection, etc.). This will be
served through the Clima franchise,
which is already one of our best-known
franchises around the world.
– Natural: Natural motion is a major
trend in our industry. Drawing on
our long history, experience and
understanding of the shape of the
foot and movement of the body, we
will create a new platform of products
around natural motion over the next
five years.
Football: expanding strong
market position
Being the most popular sport worldwide,
football is clearly one of adidas’ key
strategic priorities. For over 50 years,
adidas has led all major developments
in boot, ball and apparel technologies.
Building on its success around major
sporting events such as the 2010 FIFA
World Cup, the brand strives to increase
its strong market position by continuously
creating the industry’s top products and
fully leveraging its outstanding portfolio
of sports marketing partners.
Partners include leading football
associations (e.g. FIFA, UEFA),
events (FIFA World Cup, UEFA EURO
Championship, UEFA Champions
League), national federations (e.g.
defending FIFA and UEFA Champion
Spain, Germany, China, Russia, Greece,
Argentina, Mexico, Japan), leagues (e.g.
Major League Soccer in the USA), clubs
(e.g. Real Madrid, AC Milan, Chelsea
FC, Liverpool FC, FC Bayern Munich,
River Plate Buenos Aires) and individual
players (e.g. the adidas Golden Ball and
Boot winners of the 2010 FIFA World Cup
Diego Forlán and Thomas Müller, and
also Lionel Messi, Kaká, Steven Gerard,
David Beckham and Michael Ballack).
2010 was the most successful year
in adidas Football history with all-time
record sales exceeding € 1.5 billion.
The undisputable highlight was the 2010
FIFA World Cup where adidas sponsored
the winning team Spain, and the adiZero
F50 was the top-scoring boot of the
event.
And, last but not least, adidas Football
saw its group on Facebook explode from
100,000 members to well over 3 million
by the end of 2010.
The UEFA Champions League, the
Copa América, the Women’s FIFA World
Cup 2011 and UEFA EURO 2012 will
serve as focal points for showcasing the
brand’s key initiatives in 2011.
These include major updates to all
three primary football footwear product
lines (adiPower Predator, adiZero F50
and adiPure), the introduction of new
federation jerseys and the official match
ball for UEFA EURO 2012.
adidas Sport Performance
adiZero F50 Prime FG see p. 46
adidas Sport Performance
Speedcell see p. 45
Basketball: increasing global footprint
adidas is committed to strengthening
its position in basketball by expanding
its footprint in the critical North
American market and capitalising on
the growing popularity of the sport in
the emerging markets. To achieve this,
adidas Basketball strives to build brand
equity by leveraging its status as the
official NBA outfitter, capitalising on
relationships with some of the most
promising stars of the NBA such as
Derrick Rose and Dwight Howard, and
building the best product in the game.
In the current season, adidas
Basketball is focusing in particular on the
“faster” franchise. With the introduction
of the NBA Revolution 30 Uniforms, the
lightest we have ever made, and the
adiZero Rose shoe, adidas has positioned
itself as the basketball brand that makes
the lightest products in the game.
In 2011, the NBA All-Star Game in
Los Angeles will be a key platform to
showcase the latest innovative technology
stories.
adidas Sport Performance
adiZero Rose 1.5 see p. 49