Reebok 2011 Annual Report Download - page 76

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
72
2011
02.3 Global Brands Strategy adidas Strategy
adidas Strategy
03 adidas at a glance
About adidas
adidas Sport Performance:
The guiding principle of adidas Sport Performance
is to make athletes better by making them faster,
stronger, smarter, cooler and natural. The main focus
is on five key categories: football, basketball, running,
training and outdoor.
adidas Originals:
adidas Originals is the authentic, iconic sportswear
label for the street, and its philosophy is “Celebrate
Originality”.
adidas Sport Style:
adidas Sport Style is defined as the “Future of Sports-
wear” and includes the labels Y-3, Porsche Design
Sport, adidas SLVR and adidas NEO. adidas Sport
Style’s positioning statement is “Style your Life”.
Brand mission To be the leading sports brand in the world
Brand values Authentic, passionate, innovative, inspirational,
committed, honest
Brand attitude Impossible Is Nothing
World presence A true global brand with German roots
Focus areas
Football, Basketball, Running, Training, Outdoor,
adidas Originals, adidas NEO Label, Customisation,
Interactive
Key strategic pillars
– Gaining sales and market share with key growth
categories such as running and basketball within
adidas Sport Performance
– Leading the industry in the fields of customisation
and interactivity across categories
– Expanding adidas Sport Style in the fast-fashion
business with the adidas NEO label
Net sales in 2011 € 9.867 billion
adidas – the performance brand and
multi-sport specialist
adidas’ mission is to be the leading sports brand in the world. One
major lever to achieve this is the brand’s broad and unique product
portfolio spanning from apparel and footwear for professional athletes
to premium fashion. It allows adidas to address multiple consumer
needs, exploit market opportunities from various angles as well as be
less affected by one-dimensional market risks. adidas’ commitment
to product innovation and its rich heritage differentiates the brand
from competitors and provides a solid platform for future growth.
adidas Sport Performance – play to win
No other brand has a more distinguished history or stronger
connection with sport than adidas. adidas is everywhere where the
best meet the best, like the FIFA World Cup or the Olympic Games,
but also everywhere else around the globe where sports are simply
played, watched, enjoyed and celebrated.
Everything at adidas Sport Performance reflects the spirit of our
founder, Adi Dassler. The main objective is simple: make athletes
better. Therefore, innovation is at the core of all adidas Sport
Performance products.
The target consumers of the sub-brand are clearly those consumers
who call themselves athletes, are active in sport, or simply are inspired
by and love sport.
While adidas has a pivotal strength with the 20- to 29-year-olds, a
clear focus of the brand is on strengthening its resonance with the
high school athlete and 14- to 19-year-olds.
adidas Sport Performance offers products in most sports categories.
The key focus categories are:
– Football
– Basketball
– Running
– Training
– Outdoor
adidas, as “the” multi-sport specialist within the industry, also
supports a wide range of other sports, e.g. American football, rugby,
tennis, baseball, handball, badminton, table tennis, boxing and
wrestling. During 2011, the brand had a highly successful Rugby World
Cup, with 43% of players wearing adidas boots and with the winning
team, the adidas endorsed All Blacks of New Zealand. In 2012, the
Summer Olympic Games in London are clearly a key platform for
the brand to launch new innovations and demonstrate again adidas’
leadership across virtually all sports. At these Games, adidas will
supply products for 25 of the 26 Olympic sports.
Furthermore, adidas Sport Performance focuses on interactive and
customisation as key growth drivers across categories. A perfect
example of this is adidas miCoach, which is the world’s first web-based
personalised training service. It combines state-of-the-art training
with a personalised web service and real-time audio coaching.
In 2011, the miCoach offer was expanded with the introduction of
the revolutionary speed cell. With the miCoach Speed_Cell, athletes
of every level are able to track their unique stats including average
speed, maximum speed, number of sprints, distance at differing
intensity levels, steps and stride.
02.3