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adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
74
2011
02.3 Global Brands Strategy adidas Strategy
02.3
Basketball: increasing global footprint via
innovation and icons
adidas is committed to strengthening its position in basketball by
expanding its footprint in the critical North American and Chinese
markets and capitalising on the growing popularity of the sport in the
emerging markets.
To achieve this, adidas Basketball strives to build brand equity by
leveraging its status as the official NBA outfitter, capitalising on
relationships with some of the most promising stars of the NBA, such
as 2011 MVP Derrick Rose and three-time defensive player of the year
Dwight Howard, and offering the best products in the game from the
courts to the streets.
05 adidas Sport Performance
adizero Crazy Light
In the current season, adidas Basketball is focusing in particular
on the adizero franchise – the lightest products in basketball. With
the introduction of the lightweight NBA Revolution 30 Uniforms, the
lightest NBA uniforms adidas has ever created, and the 9.8oz adizero
Crazy Light shoe, adidas has positioned itself as the basketball brand
that makes the lightest and fastest products in the game
PICTURE 05
.
Running: building credibility with core runners, young
urban runners and next-generation athletes
Running continues to be high on the adidas agenda and is crucial to
the brand’s future success. adidas’ philosophy is to inspire and enable
runners on all levels, with the aim to be the most trusted, desired and
loved running brand in the world. In recent years, the brand’s focus
has been on building credibility with the core performance runner.
This credibility now provides a strong foundation to leverage broader
opportunities in running communities worldwide.
06 adidas Sport Performance
adizero Feather
adidas sees significant market share opportunities among young urban
runners and next-generation athletes in the future. To achieve growth
and market share increases in this category, adidas Running will
continue to promote younger multi-sport running products, allowing
runners to be faster and cooler through the adizero and Climacool
ranges
PICTURE 06
. adiStar and Supernova offerings remain the lead
franchises for core runners and young urban runners
PICTURE 07
.
07 adidas Sport Performance
Supernova Glide 4
Moreover, adidas Running will introduce the adipure “natural” silo,
featuring products that help to make every runner more efficient.
miCoach continues to be an integral part of all things running as part
of the “smarter” franchise. New miCoach introductions include both
the Speed_ Cell and heart rate/mobile devices, ensuring all runners
have the ultimate in personalised coaching and training tools.