Reebok 2011 Annual Report Download - page 103

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
99
2011
02.6 Research and Development
produced by adidas for the UEFA EURO tournament. It is the most
tested ball adidas has ever produced and exceeded all FIFA approved
standards for an official match ball. Apart from quantitative lab testing,
the ball also underwent rigorous player testing which was conducted
across eight countries, using players, federations and clubs from both
elite and grassroots football SEE ADIDAS STRATEGY, P. 72 .
Reebok expands both Toning and ZigTech platforms and
introduces RealFlex technology platform
In 2011, Reebok’s latest products continued to generate the majority
of Reebok’s sales, with an estimated 69% of footwear sales coming
from products launched in 2011 (2010: 63%). Only 10% of footwear
product sales relate to products introduced three or more years ago
(2010: 15%). Reebok expanded its toning offering with the intro-
duction of EasyTone+, SlimTone and SimplyTone. Each toning platform
is designed to be softer and less stable than conventional shoes,
conceived to mimic the effect of walking on a soft beach. Reebok
expanded the highly successful ZigTech technology platform, which
features a unique zig-shaped lightweight foam sole that is designed
to absorb the impact of heel strike and sends a wave of energy along
the length of the shoe. A lower-profile, firmer version of ZigTech
called ZigNano was also introduced in 2011. In addition, Reebok intro-
duced a new technology pillar called RealFlex, which provides a point
of difference in the emerging lightweight/barefoot running segment.
Featuring 76 sensors on the bottom unit, it is designed to naturally flex
to give a barefoot/natural feel while offering more protection by virtue
of the geometric shape and height of the nodes as well as the propri-
etary foam used SEE REEBOK STRATEGY, P. 78 .
Innovation a key success factor for
TaylorMade-adidas Golf
At TaylorMade-adidas Golf, current products (i.e. products launched
in the last 18 months, which is the typical product life cycle in golf)
represented 78% of total hardware sales in 2011 (2010: 58%). Products
that had been brought to market three or more years ago accounted
for 5% of sales in 2011 (2010: 5%). Among the highlight product
launches in 2011 was the R11 line of drivers. This driver incorporates
new Adjustable Sole Plate technology into TaylorMade’s proven Flight
Control Technology and Movable Weight Technology to create the
ultimate golf driver experience. The Burner SuperFast 2.0 driver,
also launched in 2011, is lighter, faster and longer than the previous
generation thanks to lighter components and better aerodynamics.
With their stand-out white colour finish, both lines of driver, the R11
and the SuperFast, were retail hits in 2011. Their striking appearance,
which enhances visual perception by making the clubhead appear
larger, helps improve alignment, while also reducing hot spots.
This unique and new finish combined with breakthrough technology
contributed to TaylorMade capturing over 40% of the U.S. metalwoods
market share in March a month after their launch, and they went on
to maintain this early success all year long. Following the success in
the driver line, the R11 irons were launched in September and also
achieved strong retail demand. The R11 iron, featuring a highly visible
red Precision Weighting System in the back of the clubhead, helps
users to achieve precise swing weight without modifying the position
of centre of gravity, which controls ball flight. Capitalising on the
success of the Corza Ghost putter, the Ghost Spider putter and Ghost
Series putters were launched in 2011, also featuring signature white
colour finishes and delivering the same visual benefits as those in the
driver lines SEE TAYLORMADE-ADIDAS GOLF STRATEGY, P. 82 .
Rockport extends truWalk architecture and delivers
athletic-inspired pumps
Due to the different business model for the Rockport brand as a leather
shoe company, the impact from new styles is significantly lower
compared to our other brands. Products launched in 2011 accounted
for an estimated 58% of sales (2010: 52%). In 2011, R&D efforts
concentrated on making shoes more walkable and this was achieved
by extending Rockport’s innovative truWalk architecture into dress,
casual and rugged casual shoe products. This included DresSports
shoes, making them some of the most lightweight, walkable shoes
in the industry. The truWalk architecture works with the foot’s natural
motion, resulting in a more comfortable, energised stride. Using
adiPrene technology by adidas, truWalk enables a soft heel-strike,
transitioning to a smooth roll through the arch, and finishing with a
forefoot flex for an energised push-off. On the women’s side, R&D
efforts concentrated on creating athletic-inspired comfort in stylish
business-oriented high-heel silhouettes. The Janae collection was
launched in 2011, with pumps featuring NanoGlide lining, adiPrene
technology, and thick-latex arch support for extra cushioning,
resulting in a more walkable shoe for women SEE ROCKPORT STRATEGY, P. 86 .
Reebok-CCM Hockey innovates in sticks and skates
At Reebok-CCM Hockey, products launched in 2011 accounted for
55% of sales in North America. Only 15% of sales were generated
with products introduced three or more years ago. CCM launches
were headlined by the roll-out of the remaining U+ Skate line offering,
following the launch of the flagship U+ Crazy Light in the fourth quarter
of 2010. The new U+ line offers market-leading heat customisation
and fit at all price points. The U+ Crazy Light II stick continued to push
the performance boundaries with its lightweight aerial grade carbon
construction and new sweet spot technology. Reebok Hockey launch
highlights were the 11K ReeFit helmet and the A.i 9 composite stick.
The 11K helmet provides players with a unique 5-point safety system
based on the fact that the helmet that “fits the best, protects the best”.
The A.i 9 stick driven by the needs of elite professional players offers
the power player a unique Power Taper ratio for ultimate energy
transfer from the player to the stick SEE REEBOK-CCM HOCKEY STRATEGY, P. 88 .