Reebok 2012 Annual Report Download - page 105

adidas Group
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2012 Annual Report
Group Management Report – Our Group
83
2012
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02.3
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Global Brands Strategy
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adidas Strategy
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Smarter: Through interactive products, such as miCoach, adidas
helps users to train and perform smarter. The brand works with the best
athletes and coaches worldwide to provide coaching and customisable
training plans for athletes and teams on all levels, helping them
to define and work towards their individual goals. adidas has also
embarked on a partnership with Major League Soccer (MLS) to integrate
the adidas miCoach Elite System league-wide during 2013, marking the
world’s first “smart league”. All 19 MLS clubs will use this data-tracking
technology, which provides real-time performance metrics including
heart rate, speed, acceleration, distance, field position and power.
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Cooler: Utilising advanced materials and technologies, these products
are geared to help the athlete to always have the right temperature
(cooler, warmer, wind protection, etc.). This is served through the Clima
franchise, which is already one of adidas’ best-known franchises around
the world. In 2012, adidas launched two new ClimaCool models – Fresh
Ride and Seduction.
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More natural: Natural motion is a major trend in the sporting goods
industry. Drawing on the brand’s history, experience and understanding
of the foot shape and body movement, adidas creates products around
natural motion and will tailor these to individual sports. In 2012, adidas
launched the adipure Trainer 360, a gym training shoe designed to build
natural strength, agility and balance.
In 2013, adidas will continue to innovate around all five performance
benefits, supplementing and expanding upon existing product
technologies and introducing a number of entirely new innovations.
Football: growing strong market position
Being the most popular sport worldwide, football is one of adidas’
key strategic priorities. For over 50 years, adidas has led all major
developments in boot, ball and apparel technologies. Building on its
success around major sporting events, the brand strives to increase
its strong market position by continuously creating the industry’s
top products and fully leveraging its outstanding portfolio of sports
marketing partners.
Partners include:
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Leading football associations (e.g. FIFA, UEFA)
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Events (e.g. FIFA World Cup, UEFA EURO Championship, UEFA
Champions League)
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National federations (e.g. Spain, Germany, Argentina, Russia, Mexico,
China, Japan)
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Leagues (e.g. Major League Soccer)
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Clubs (e.g. Real Madrid, AC Milan, Chelsea FC, FC Bayern Munich)
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Individual players (e.g. four-time FIFA World Player of the Year Lionel
Messi, Thomas Müller, David Villa, Nani, Steven Gerrard, David
Beckham, Robin van Persie, Xavi and Oscar).
2012 was a highly successful year for adidas Football, with adidas
sponsored Spain winning the UEFA EURO 2012 and Chelsea FC becoming
the winner of the UEFA Champions League in an all-adidas final against
host club FC Bayern Munich. The adizero f50 featuring miCoach has
changed the way football is played and how data is analysed. The
introduction of Predator Lethal Zones marked the successful reignition
of the Predator family, the most successful boot concept in football
history. With these key events, successes, a series of cutting-edge
concepts and market-leading campaigns, adidas Football was able to
achieve another record year in football.
04
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adidas Sport Performance
adizero f50 Messi football boot
2013 will mark the build-up to the FIFA World Cup 2014 in Brazil.
adidas Football will launch the first icon range for the world’s greatest
footballer, Lionel Messi
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PICTURE 04, equip clubs and federations with
innovative apparel and launch the Brazuca, the Official Match Ball for the
FIFA World Cup. The FIFA Confederations Cup and the UEFA Champions
League will be the key platforms to showcase the brand’s dominance in
football.