Reebok 2011 Annual Report Download - page 100

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
96
2011
02.6 Research and Development
Active trademark and patent protection policy
To capitalise on the Group’s R&D achievements, we seek patent
protection for our innovations. We also own a substantial portfolio
of registered trademarks for the Group’s brands and related propri-
etary names. As part of our business policy, we enforce the Group’s
trademarks and patents by monitoring the marketplace for infringe-
ments and taking action to prevent them. This includes a vigorous
anti-counterfeiting programme. We also have comprehensive
processes, and undertake significant research, to avoid infringement
of third-party intellectual property rights. As we use a wide range of
different technologies in our products, we are not dependent upon any
single technology, or any patent rights related to any single technology
SEE RISK AND OPPORTUNITY REPORT, P. 145 .
01 Major R&D activities and locations
Main activities Major locations
adidas
The adidas innovation team is divided into groups that focus on performance
footwear, apparel and hardware innovation, within which there are individual product
focus categories. These reflect adidas’ business needs with an emphasis on our five
key Sport Performance attributes – i) faster ii) smarter iii) stronger iv) cooler and v)
natural. The teams are closely integrated with associated functions and resources
to increase efficiencies and flexibility in all aspects of innovation and technology
development.
Global Development
Centre (ait.)
Global Development
Centre (ait.)
Herzogenaurach
Portland/
Oregon, USA
Dedicated innovation development centres in Asia, working closely with these teams,
concentrate on the realisation of concepts through functional product development
as part of the creation process. These centres are important in terms of develop-
ment efficiencies, as product and technology development takes place in real
production environments.
Product Creation
Centre
Product Creation
Centre
Shanghai, China
Tokyo, Japan
Reebok
R&D teams at Reebok create footwear, apparel and hardware with the primary
emphasis being on fitness. Teams are structured along the brand’s category
priorities. In addition, there are certain cross-category groups such as the Reebok
Advanced Concepts (RAC) team, which ensures specific concepts can be taken right
through from initial idea to production.
Global Development
and Testing Centre
Canton/
Massachusetts,
USA
Collaboration partners at Advanced Development Centres in China and Vietnam,
which focus on new technology developments, cutting-edge materials and treat-
ments as well as manufacturing solutions.
Advanced Develop-
ment Centre
Development and
Testing Centre
Fuzhou, China
Ho Chi Minh,
Vietnam
TaylorMade-adidas Golf
TaylorMade-adidas Golf’s R&D team is focused on continually designing and
developing industry-leading products. The team is structured according to the
different product categories in golf.
Global Development
and Testing Centre
Carlsbad/
California,
USA
Rockport
Rockport’s R&D function is a vertically integrated organisation that covers all
aspects of strategy, innovation, research, design, engineering and testing, while
incorporating the Group’s advanced proprietary athletic footwear technologies into
the shoe collections.
Global Development
and Testing Centre
Canton/
Massachusetts,
USA
Reebok-CCM Hockey
The R&D team at Reebok-CCM Hockey is dedicated to continuously creating state-
of-the-art ice hockey equipment designed to improve the experience for both profes-
sional and recreational players. R&D teams are category-specific, combining the
design, engineering and product management functions. The goal of this structure
is to create category expertise and improve speed to market.
Development and
Testing Centre
Montreal/
Quebec, Canada
02.6