Reebok 2012 Annual Report Download - page 104

adidas Group
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2012 Annual Report
Group Management Report – Our Group
82
2012
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02.3
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Global Brands Strategy
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adidas Strategy
adidas Strategy
adidas – the performance and lifestyle brand
adidas’ mission is to be the leading and most loved 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: to make athletes better
No other brand has a more distinguished history and stronger connection
with sport than adidas. adidas is where the best meet the best, such as
at the Olympic Games, but also everywhere else around the world where
sports are played, watched, enjoyed and celebrated.
Everything at adidas Sport Performance reflects the spirit of Adi Dassler,
the founder of the company. The main objective is simple: to make
athletes better. Innovation is at the core of all adidas Sport Performance
products. The brand innovates through its five performance benefits
(faster, stronger, smarter, cooler, more natural), leverages major
sporting events and focuses on five key categories (Football, Basketball,
Running, Training, Outdoor).
As “the” multi-sport specialist, the brand also supports a wide range of
other sports, e.g. American football, rugby, tennis, baseball, handball,
badminton, table tennis, boxing and wrestling.
The target consumers are active in sport, inspired by sport or simply love
sport. While adidas has a pivotal strength with the 20- to 29-year-olds, a
clear focus is on strengthening its resonance with 14- to 19-year-olds, in
particular the high school athlete.
Five performance benefits
To stay relevant as the performance brand, five consumer benefits have
been identified which form the basis of the adidas innovation pipeline. By
serving them, adidas will remain at the forefront of the industry, further
build on brand image and leverage its technologies and positioning
across all categories.
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Faster: To help athletes be faster, adidas focuses on reducing
product weight, making the lightest high-performance products on the
market, brought to life via the adizero platform. adizero products were
highly successful in all major categories in 2012. For example, adidas
Football created the next generation of the adizero f50 football boot,
and adidas Basketball launched its lightest basketball shoe, the adizero
Crazy Light 2.
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Stronger: With adiPower, adidas wants to own power enhancement
in sport. This benefit includes products such as TechFit Powerweb
compression apparel, with powerband support for more explosive
muscle power or the adiPower muscle-warming pants used by Olympic
gold medal cyclist Sir Chris Hoy.
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adidas at a glance
About adidas
adidas is a truly global brand with German roots.
adidas Sport Performance:
The guiding principle of adidas Sport Performance
is to make athletes better by making them faster,
stronger, smarter, cooler and more 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 to
“Celebrate Originality”.
adidas Sport Style:
adidas Sport Style is defined as the “Future of
Sportswear” 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 and most loved sports brand in
the world.
Brand values Authentic, passionate, innovative, inspirational,
committed, honest
Brand attitude Impossible Is Nothing.
Key markets North America, Russia/CIS, Greater China
Focus areas
Football, Basketball, Running, Training, Outdoor,
adidas Originals, adidas NEO Label, Customisation,
Interactive, Sustainability
Key strategic pillars
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Gaining sales and market share with key growth
categories such as Running and Basketball within
adidas Sport Performance.
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Expanding adidas Sport Style in the fast-fashion
business with the adidas NEO Label.
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Maintaining adidas Originals’ strong momentum
to serve the needs of the fashion-driven lifestyle
consumer.
Net sales in 2012 € 11.344 billion