Reebok 2012 Annual Report Download - page 103

adidas Group
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2012 Annual Report
Group Management Report – Our Group
81
2012
Global Brands Strategy
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02.3
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02
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Brand differentiation
Regional &
American sports
Tennis Olympic
sports
BasketballRunningFootball
The performance brand and
multi-sport specialist
“Fit for Performance”
The fitness brand
“Fit for Life”
Performance Training
Fitness
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 Boston Marathon, the European Rugby
Cup and the upcoming IAAF World Championships in Moscow in 2013.
These types of activities generate tremendous visibility for the brand.
For example, the 2012 London Olympic Games were an enormous
global platform to showcase adidas. As official sponsor, adidas
kitted out over 5,000 athletes, 11 National Olympic Committees and
21 national sporting federations. 30% of medals were won by athletes
wearing adidas, amongst them gold medallists David Rudisha, Jessica
Ennis, Andy Murray and the US women’s gymnastics team. adidas had
considerable success leveraging the event with the “Take the Stage”
brand campaign, featuring athletes and ambassadors such as Yohan
Blake, Laura Trott, Sally Pearson, the Brownlee brothers, Stefanie
Graf, David Beckham and Haile Gebrselassie. In addition, adidas has an
extensive roster of high-profile sports teams such as Real Madrid, AC
Milan, Chelsea FC and FC Bayern Munich in football, the New Zealand
All Blacks and France in rugby, American universities such as UCLA and
Notre Dame, as well as high-profile individuals such as four-time FIFA
World Player of the Year Lionel Messi, basketball stars Derrick Rose
and Dwight Howard, marathon legend Haile Gebrselassie, athletic stars
Jessica Ennis and Yohan Blake, American football quarterback Robert
Griffin III, also known as “RG3” and tennis stars Caroline Wozniacki and
Andy Murray.
To activate and validate its key concepts, Reebok is partnering with some
of the most influential and accomplished people in the fitness industry,
as well as with other top athletes from traditional sports. Reebok assets
include Reebok CrossFit Games 2012 Champions Rich Froning Jr. and
Annie Thorisdottir, as well as renowned yoga instructor Tara Stiles. In
2013, Reebok is also partnering with some of the premier fitness events
in the world, such as the Reebok CrossFit Games, the Spartan Race
series of obstacle races and the Red Bull X-Alps adventure race.
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 in fashion, such as with Jeremy Scott, David
Beckham and Opening Ceremony, ensuring that adidas remains relevant
to the style-conscious consumer.
In 2012, Reebok deepened its partnership with CrossFit, which is one
of the fastest-growing fitness movements in the world. Reebok will
focus on making strong connections even further beyond the CrossFit
community as the brand moves into 2013. On the Classics side, Reebok
and Alicia Keys announced a new and exciting partnership as well as
design collaboration. Alicia Keys’ first project was the launch of her own
signature Reebok “AK” collection.
Fitness Training Fitness RunningClassicsStudio Walking