Reebok 2011 Annual Report Download - page 75

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
71
2011
02.3 Global Brands Strategy
One of the guiding principles of adidas is to equip all athletes to
achieve their “impossible”. As such, adidas brings its passion for
great products to the biggest stages in the world with sponsorship
agreements for the FIFA World Cup, the NBA, the European Rugby
Cup and the upcoming London 2012 Olympic Games. In addition,
adidas has an extensive roster of high-profile sports teams such as
AC Milan, Chelsea FC, FC Bayern Munich and Real Madrid in football,
the New Zealand All Blacks in rugby, American universities like
UCLA and Notre Dame, as well as high-profile individuals such as
three-time FIFA World Player of the Year Lionel Messi, football icon
David Beckham, basketball stars Derrick Rose and Dwight Howard,
marathon legend Haile Gebrselassie, athletic stars Yohan Blake and
Tyson Gay and tennis stars Caroline Wozniacki and Andy Murray.
To activate and validate its key concepts, Reebok is partnering
with top women’s and men’s sport athletes in traditional sports, as
well as new activities emerging in the sport of fitness. In Women’s,
Reebok is partnering with some of the world’s top women’s fitness
instructors renowned for their inspirational approach to fitness.
In Men’s, some of the most recognisable athletes support Reebok,
including Peyton Manning, John Wall as well as Lewis Hamilton. In
2011, Reebok entered into a long-term sponsorship agreement for the
CrossFit Games, in addition to sponsoring local and national events.
Furthermore, the brand holds exclusive, long-term licensing agree-
ments with the National Lacrosse League in North America, giving
Reebok the exclusive rights to manufacture and market authentic and
replica uniform jerseys as well as sideline apparel.
Extending brand reach and appeal through
strategic partnerships
adidas and Reebok have both successfully pursued design and
co-branding strategies with complementary partners. For example,
adidas has partnered with Yohji Yamamoto, Stella McCartney and
Porsche Design, designing sports-inspired fashion, high-end
functional ranges or even luxury sportswear. adidas Originals
continues to engage in unique collaborations with well-known brands
such as Vespa and Star Wars, ensuring that adidas remains relevant
to the style-conscious streetwear consumer.
In 2011, Reebok partnered with CrossFit to revolutionise the fitness
space. The fastest-growing functional training programme CrossFit,
brings a new approach to training that is rooted in the core Reebok
values of competition – fun and camaraderie. To support Reebok’s
repositioning in Classics, Reebok also began a multi-faceted
partnership with platinum music producer Swizz Beatz in 2011,
collaborating on a wide range of creative content in the realms of
dance, music, art and style.
02 Brand differentiation
The performance brand and
multi-sport specialist
“Fit for Performance”
The fitness brand
“Fit for Life”
Fitness and Training
Fitness and Training
Football
American sports
Regional &
American sports
Ice hockey
Tennis
Tennis
Olympic
sports
Cricket
Basketball
Basketball
Running
Running