Reebok 2012 Annual Report Download - page 106

adidas Group
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2012 Annual Report
Group Management Report – Our Group
84
2012
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02.3
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Global Brands Strategy
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adidas Strategy
Basketball: leveraging innovations and global 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, leveraging
its status as the official NBA outfitter, capitalising on relationships with
some of the most promising stars of the NBA, Derrick Rose and Dwight
Howard, and offering the best products from the courts to the streets.
05
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adidas Sport Performance
NBA All-Star East-West jersey
In 2012, adidas Basketball focused on expanding the Derrick Rose
signature collection and continued to solidify its position of market
leadership in lightweight, for example with the highly successful launch
of the 269g or 9.5oz adizero Crazy Light 2. With the introduction of the
D Rose 3.0 basketball shoe and Derrick Rose’s first signature apparel
collection, adidas Basketball now has a premium head-to-toe collection,
industry-leading in style and performance.
In 2013, adidas Basketball will keep positioning itself as the brand which
makes the lightest and fastest products for this sport. In addition, there
will be a strong focus on strengthening the Derrick Rose signature
collection and leveraging the NBA partnership
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PICTURE 05.
Running: speaking to runners through
relentless innovation
Running is a critical strategic pillar for the adidas brand. The category’s
philosophy is to inspire through a shared passion for all things running.
This comes to life in the way the brand talks to runners of all levels and
through its commitment to improving their runs.
adidas Running strives to increase its market share through performance
innovations that provide the best running experience through fit, feel
and transition. The brand engages the next-generation athlete through
innovative products, such as the ClimaCool Revolution, as well as the
young urban runner via products such as the adiStar. One of the largest
growth opportunities still remains the young urban woman.
06
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adidas Sport Performance
Energy Boost running shoe
In 2013, adidas will introduce a new, groundbreaking innovation – the
Energy Boost running shoe. This shoe provides revolutionary
energy return, superior cushioning and optimal fit to runners of all
levels
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PICTURE 06. The shoe combines a great running experience
and maintains its high-performance benefits, independent of the
temperature during the run. In addition, the miCoach Speed_Cell
technology will help consumers to measure their running efficiency. The
ClimaCool range will be further expanded, and with the introduction of
the new CrazyCool adidas will merge its cool and natural benefits into
one commercially relevant product.