Reebok 2011 Annual Report Download - page 102

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
98
2011
02.6 Research and Development
02.6
Successful commercialisation of
technological innovations
We believe developing industry-leading technologies is only one aspect
of being an innovation leader. Even more important is the successful
commercialisation of those technological innovations, while consist-
ently increasing our commitment to sustainable product development.
The awards we attained in 2011 highlight our technology leadership
within the sporting goods industry DIAGRAM 06 .
As in prior years, the majority of adidas Group sales was generated
with products newly introduced in the course of 2011. New products
tend to have a higher gross margin compared to products which have
been in the market for more than one season. As a result, newly
launched products contributed over-proportionately to the Group’s net
income in 2011. We expect this development to continue in 2012 as our
launch schedule includes a full pipeline of innovative products SEE
SUBSEQUENT EVENTS AND OUTLOOK, P. 163
.
Successful product launches across all major
adidas categories
In 2011, adidas sales were again driven by the latest product offerings,
with products launched during the course of the year accounting for
74% of brand sales (2010: 75%). Only 3% of sales were generated
with products introduced three or more years ago (2010: 2%). The
major R&D innovations for the adidas brand were created and
aligned to support and strengthen its five key Sport Performance
attributes – i) faster ii) smarter iii) stronger iv) cooler and v) natural.
The faster attribute became a reality through the evolution of the ultra-
lightweight adizero family of products. In running, the adizero Prime,
the lightest commercial sprint spike ever created, was worn by Yohan
Blake and helped him become the World 100m Champion at the 2011
IAAF World Championships. In the basketball category, the adizero
Crazy Light, the lightest shoe in basketball, and the adizero Rose,
enjoyed considerable commercial success. This ultra- lightweight
shoe was built to help players to be faster, jump higher and perform
better on the court. In 2011, the lightest and fastest football boot also
became the smartest in the game, with the introduction of the adizero
miCoach football boot. Utilising the miCoach Speed_Cell technology
in the sole of the boot, it is the ultimate digital training tool, allowing
users to track and upload key performance data and to compare and
share stats via the miCoach football app. For stronger, the adiPower
Howard basketball shoe – Dwight Howard’s signature shoe – provides
outstanding power and reinforcement required for hard lateral and
rotation movements. This is made possible through the Sprintskin
upper technology combined with the Z-torsion system. In 2011, adidas
launched the adipure Trainer, the first barefoot training shoe designed
specifically for the gym. This shoe promotes pure and natural
movement by harnessing the body’s natural mechanics, activating and
strengthening muscles, building balance and promoting dexterity. The
adidas Terrex Feather jacket, featuring Gore-Tex pro shell materials,
was engineered for endurance in extreme conditions, while providing
excellent waterproofness, breathability performance and lightweight
packability. The adidas Tango 12 is the eleventh official match ball
05 Major 2011 product launches
Product Brand
adilibria and TechFit women’s training apparel adidas
adidas by Stella McCartney gym collection adidas
adizero f50 football boot adidas
adizero f50 miCoach football boot adidas
miCoach Speed_Cell digital performance technology adidas
adizero f50 Runner running shoe adidas
Supernova Sequence 4 running shoe adidas
adizero Trainer training shoe adidas
Fluid Trainer training shoe adidas
adizero Crazy Light basketball shoe adidas
adiPower Predator football boot adidas
adizero Feather running shoe adidas
adizero Feather tennis shoe adidas
TechFit PowerWeb men’s training apparel adidas
Terrex Conrax CP outdoor shoe adidas
Terrex Feather outdoor jacket adidas
adiPower Howard basketball shoe adidas
adizero Rose 2.0 basketball shoe adidas
Climawarm men’s training apparel adidas
Zig Dynamic running shoe Reebok
Zig Encore – John Wall’s basketball shoe Reebok
ZigTech apparel Reebok
Classic Lite footwear and apparel collection Reebok
Reebok x Basquiat Classics footwear and apparel collection Reebok
RealFlex footwear Reebok
Classic Modern Lite footwear Reebok
Classic Kamikaze footwear Reebok
R11 drivers, fairway woods and irons TaylorMade
Burner SuperFast 2.0 drivers, fairway woods
and rescue hybrids TaylorMade
Tour Preferred MB, Tour Preferred MC
and Tour Preferred CB irons TaylorMade
Ghost putter series TaylorMade
CGB Supermax irons TaylorMade
Corza Ghost putters TaylorMade
Climacool apparel with CoolMax Energy fabric technology adidas Golf
Climacool apparel with Soft Touch fabric technology adidas Golf
adicross footwear adidas Golf
Tour360 Carbon golf shoe adidas Golf
Tour360 ATV golf shoe adidas Golf
Cardiff spikeless golf shoe Ashworth
Leucadia spikeless golf shoe Ashworth
Janae women’s footwear collection Rockport
DresSports with truWalk men’s footwear collection Rockport
Peakview Lux Lodge men’s winter boot Rockport
11K KFS protective equipment Reebok Hockey
11K roller hockey skate Reebok Hockey
A.i 9 stick Reebok Hockey
Larceny goalie equipment Reebok Hockey
CCM U+ Crazy Light II stick CCM