Reebok 2011 Annual Report Download - page 80

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
76
2011
02.3 Global Brands Strategy adidas Strategy
02.3
09 adidas Sport Performance
Terrex Active Shell Jacket
In 2012, adidas will continue to build on its growing momentum, in
particular with the technical and athletic Terrex product range, which
will include highlight products like the Terrex Active Shell Jacket
PICTURE 09 and the award-winning Terrex Fast R PICTURE 10 . With this
new lightweight hiking boot, adidas has been rewarded with the
Editor’s Choice Award 2012 from the most important German outdoor
magazine, and has won the notable OutDoor Industry Award for the
third time in a row for three different footwear models. Moreover,
adidas is launching an athletic kids’ collection and the Everyday
Outdoor apparel and footwear line for the young outdoor consumer
in 2012.
10 adidas Sport Performance
Terrex Fast R Mid GTX
In 2012, adidas will also continue to promote the whole outdoor
brand image through a fully integrated marketing campaign including
products, technologies and exceptional imagery of athletes in action.
In addition, cooperation activities with key partners in the sporting
goods and specialty outdoor channels play an important role in
creating visibility, gaining credibility and driving market share growth.
adidas Originals – celebrating originality
The market for streetwear and lifestyle sports fashion represents
a unique opportunity for sporting goods companies as it is more
fragmented and larger in size than the market for products used in
sports activity. In addition, profitability in the sports lifestyle market is
typically higher as a result of lower product complexity. adidas was the
first brand to credibly leverage its sports assets in the lifestyle arena
and, as a result, is regarded as a legitimate sports lifestyle brand.
adidas Originals with its iconic Trefoil logo has become a relevant
part of many people’s lives, whether they are skaters, rockers, artists,
musicians, sneakerheads, sports fans, etc. PICTURES 11 AND 12 .
11 adidas Originals
Mega Torsion Flex Mid
With a holistic offering in products and communications, adidas
Originals is primarily focusing on 16- to 24-year-old consumers, male
and female, from all walks of life.
To address the needs of its diverse consumer groups and maximise
business opportunities, adidas Originals takes a three-tier strategy to
brand and product marketing:
– First, the brand invests and innovates in new concepts, whether it is
street fashion collections, such as those designed by Jeremy Scott
or by the fashion brand and retailer Opening Ceremony, or opening
up entirely new categories such as Skate and Surf through Originals’
new Action Sports division.
– Second, this permanent creation of newness and buzz around adidas
Originals then allows us to broaden our messages and expand into
wider business segments such as denim, Blue or our Women’s
collection.
– Third, we commercialise the sub-brand to the widest audience with
concepts such as adicolor, where consumers can find their most-
loved and trend-driving footwear and apparel and accessories
silhouettes in a wide range of colours and executions.