Reebok 2010 Annual Report Download - page 98

94 Group Management Report – Our Group Global Brands Strategy adidas Strategy
Outdoor: the athletic brand
in the outdoors
adidas has a long history in outdoor,
going back as far as 1978, when adidas
and Reinhold Messner developed a new
generation of boots which he used to
reach base camp on his way to becoming
the first man to climb Mount Everest
without the help of oxygen equipment.
With this heritage and the growth in
the outdoor sports sector, adidas has
invested in building an authentic and
performance-orientated outdoor market
position, through product collections
such as Terrex and Super Trekking.
As well as footwear, adidas also
offers a holistic product range from head
to toe comprising apparel, backpacks and
eyewear including the latest adidas tech-
nologies and renowned partner technol-
ogies such as Gore-Tex, Windstopper and
Nano-Tex.
As in other categories, creating mind
share, credibility and visibility through
partnerships and icons is an important
tool to drive market share growth.
adidas Sport Performance
Terrex Hybrid Jacket see p. 51
adidas Outdoor ambassadors and
athletes include Thomas and Alexander
Huber (also known as the Huber
Brothers), two of the world’s best
climbers, and other top athletes from
various outdoor sports such as kayaking,
slacklining, hang gliding and speed
flying.
In 2011, adidas will continue to build
on its growing momentum in particular
with the Terrex product range, which
will include highlight products such as
the Terrex Feather jacket as well as the
Terrex Fast X FM outdoor boots.
These products, as well as the brand’s
authenticity will be promoted by a fully
integrated marketing campaign featuring
expedition images of the Huber Brothers,
as well as cooperation activities with
key retailers in the sporting goods and
specialty outdoor channels. In addition,
adidas Outdoor will expand into the US
market in fall/winter 2011.
adidas Sport Performance
Terrex Fast X FM see p. 51
adidas Originals – celebrating originality
The market for streetwear and lifestyle
fashion represents a unique opportunity
for sporting goods companies as it is
more fragmented and larger in size than
the market for products used in sports
activity. In addition, profitability in the
sports lifestyle market is typically higher
as a result of lower product complexity.
adidas was the first brand to credibly
leverage its sports assets in the lifestyle
arena and as a result is regarded as a
legitimate sports lifestyle brand. adidas
Originals with its Trefoil logo has become
a relevant part of many people’s lives,
whether they are skaters, rockers,
artists, musicians, sneakerheads, sports
fans, etc.
With a holistic offering in products and
communications, adidas Originals is
focusing on 16- to 24-year-old high
school and college kids.
adidas Originals
Mega Soft Cell BHM see p. 53
To address the needs of its diverse
consumer groups and maximise business
opportunities, adidas Originals takes a
three-tier strategy to brand and product
marketing:
– First, the brand invests and innovates
in new concepts, whether it’s street
fashion collections, such as those
designed by Jeremy Scott, or entering
new market segments such as the
snowboard community in alliance
with one of the leading brands in this
segment, Burton.
– Second, this permanent creation of
newness and creating buzz around
the Originals brand then allows us to
broaden our messages and expand
into wider business segments such as
denim, skate or our women’s offensive
Sleek.
– Third, we commercialise the sub-brand
to the widest audience with concepts
such as adicolor, where the consumers
can find their most-loved footwear
and apparel silhouettes in a variety of
colours and materials, and appealing
seasonal themes such as Star Wars
and Mega.
To stay connected to its core teenage
consumers, adidas Originals uses a
constant stream of digital content to
keep them interested 365 days a year. On
digital media such as Facebook, adidas
Originals meanwhile has over 7 million
fans. This is an area where adidas
Originals is currently a leader in the
digital marketplace.