Reebok 2010 Annual Report Download - page 97

Group Management Report – Our Group Global Brands Strategy adidas Strategy 93
Running: building credibility with
high-performance athletes
Running continues to be high on adidas’
agenda and is crucial to the brand’s
success moving forward. adidas’
philosophy is to inspire and enable
runners on all levels, with the aim to be
the most trusted and desired runners’
brand in the world. In recent years,
the brand’s focus has been on building
credibility with the high-performance
athlete and high-frequency fitness
runner. This credibility now provides a
strong foundation to leverage broader
opportunities in running communities
worldwide.
adidas sees significant market share
opportunities among casual runners and
young multi-sport runners in the future.
To achieve growth and market share
increases in this category in 2011, adidas
Running will promote younger multi-
sport running products allowing runners
to be faster and cooler through the
adiZero and Climacool ranges.
adidas Sport Performance
Running campaign see p. 4
adiStar and Supernova offerings remain
the lead franchises for core runners
while miCoach is an integral part of all
things running as part of the “smarter”
franchise.
In addition, advances to the miCoach
platform through the miCoach app and
new online training programmes such as
Finish Faster and Coaching Circles will
ensure all runners have the ultimate in
personalised free training.
adidas Sport Performance
adiStar Ride see p. 41
Training: creating new
consumer experiences
At adidas, training is the biggest
category for both men and women.
Training supports the preparation needs
of serious athletes across all sports
disciplines and is the industry’s largest
apparel category. Its positioning is driven
by adidas’ desire to support athletes
to be “fit to win”. To achieve this goal,
adidas Training develops proprietary
technologies and commercialises
innovations for sport-specific categories
to meet the needs of the everyday athlete.
For example, in 2010, adidas Training
continued to expand athlete usage of
its industry-leading Techfit PowerWeb
concept, expanding the offering into other
sports categories (e.g. Women’s).
adidas Sport Performance
Fluid Trainer Light see p. 42
A key strategic priority for future
growth in the training category is
adidas’ dedication to complement its
best-in-class product offering with
revolutionary new consumer experiences
that bring to life the adidas vision to be
the leading personalised brand in the
world. Throughout 2010, adidas Training
intensified its activity with athletes and
the world’s leading authorities on athlete
performance, subsequently launching
its first true 360° concept – adidas Core
Performance. This is a total training
range designed to help athletes make
the most of their workouts. Through
a digital training website, adidas Core
Performance interacts with consumers,
providing exercise guidelines and advice
on four key training pillars: mindset,
nutrition, movement and recovery.
In 2011, adidas Training will
continue to put focus on its performance
essentials range through fully integrated
business models such as Never-out-
of-stock and other managed space
initiatives see Global Sales Strategy,
p. 82. Further focus will also be put on
improving quality, increasing colour
offerings and strengthening in-store
marketing support for the range.
Spearheaded by the “adidas by Stella
McCartney” concept, which fuses
performance and style for the active
women’s market, Women’s Training will
remain a strategic priority.