Reebok 2011 Annual Report Download - page 35

adidas Group
2011 Annual Report
TO OUR SHAREHOLDERS
31
2011
01.2 Interview with the CEO
? In 2011, TaylorMade-adidas Golf’s currency-neutral sales
increased 16%. How were you able to achieve such strong
results given the challenging golf market?
!
There is no doubt that the star player of the golf industry
in 2011 was TaylorMade-adidas Golf, as sales broke through the
€ 1 billion barrier for the first time. The speed and game-changing
impact of our innovation and technology launches over several years
has yielded clear market leadership in the sport. Last year was no
exception. The white R11 series of drivers were without doubt the
story of the year. Not only did they change the colour of the game, this
tuneable metalwood also catapulted our market share in the category
in the US to over 40% for a large part of the year. In addition, the R11
irons also helped us to sustain leadership in that category, which we
now have held for over a year.
As I look forward, we will use 2012 to secure these market
share wins and build on them further. Already, our latest revolutions,
the R11S and RocketBallz, are shaping up to be retail hits as we
deliver on our promise to help golfers to increase ball speed, distance
and accuracy. Our success will also not just be limited to hard goods.
In performance golf apparel, we are adding an exciting new Fashion
Performance line, which features bold colours and unique patterns,
combining our proven apparel technologies with contemporary,
fashion-forward styling. And with some other surprises in the bag,
which you will see later in the year, our best days in golf are still
ahead.
? What kind of innovations have you planned for 2012,
particularly in light of the two major sporting events, the
London 2012 Olympic Games and the UEFA EURO 2012?
!
There is always great product buzz and excitement around
major sports events. When the sporting elite take centre stage,
the pinnacle of adidas innovation accompanies them as they strive
to reach their personal impossible. We wouldn’t be adidas if we
didn’t have something special for the major events. Guided by our
five-pillared innovation approach – faster, cooler, stronger, smarter
and natural – we will unveil new product and consumer experiences
like never seen before. Building on our multi-category leadership in
lightweight technologies, which are part of our faster pillar, in 2012
we are going to fuse various elements of our other technology pillars
to create more holistic and exciting experiences for the consumer. For
example, in football and running, you have already seen the beginning
of this through the introduction of the smarter element with our new
Speed_Cell technology and miCoach platform extensions in products
such as the adizero f50 miCoach and adizero Feather. These
capabilities will be rolled out in other categories like basketball,
American football and tennis this year. In addition, we are going to
bring revolutionary new products in natural motion, extending the
adipure franchise we introduced in 2011 with the adipure trainer.
This will start in the running category. Over the course of three years,
our adidas Innovation Team has carried out extensive research and
testing to develop the adipure running range. This is a collection of
three shoes with a variety of heel gradients that mimic the natural
movement of the foot, by helping the body gradually adapt to the
demands of mid- to forefoot running. Using 500 sensors located on
the bare foot, our engineers have measured exactly where the foot
stretches on impact and where the maximum stress occurs. On the
back of these findings, we have created a new TechFit upper and
outsole. These work as one to help the runner use their muscles more
effectively, improving balance and flow without sacrificing stability, for
a more natural running experience.
? Do you have any specific goals or targets for these events?
!
With the UEFA EURO 2012, the clear target is to set new
record sales in the football category of more than € 1.5 billion.
Here, in particular, our aim is to sustain the market share gains we
have enjoyed since the 2010 FIFA World Cup. And we have all the
ammunition we need as the official sponsor and partner of the event
as well as six high-calibre teams in Spain, Germany, Russia, Ukraine,
Denmark and Greece.
For the London 2012 Olympic Games, we have specific
commercial targets mainly focused on increasing our exposure in the
UK. As official partner to the London Organising Committee (LOCOG),
only our branding will be visible at all the events and key Olympic
sites. And, for the first time, we are selling the official products as
worn by the athletes on the field for Team GB, designed together with
Stella McCartney. However, more important for us is ensuring the
Games live up to the spirit of what they are all about. Here, we are
fully embracing LOCOG’s sustainability goals in terms of responsible
sourcing practices and product creation. 90% of all adidas products
for the Games will contain sustainable content. 100% of athlete Village
wear and Volunteer wear as well as 73% of on-field performance
products are designed and developed as “Better Place”, adidas’
sustainable product creation programme.