Reebok 2012 Annual Report Download - page 108

adidas Group
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2012 Annual Report
Group Management Report – Our Group
86
2012
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02.3
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Global Brands Strategy
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adidas Strategy
adidas Sport Style: style your life
Streetwear and lifestyle sports fashion represents a unique opportunity
for sporting goods companies. What once started as a niche business,
now makes up more than 28% of adidas brand sales globally. To best tap
the potential of the sports fashion market, adidas Sport Style targets this
market with a clear multi-label strategy.
adidas Originals: the iconic sportswear brand
of the street
To be successful in this market segment, brand credibility and heritage
is an important prerequisite. As the first brand to credibly leverage
its sports assets in the lifestyle area, adidas Originals is regarded as
a legitimate sports lifestyle brand. For well over a decade, adidas
Originals has been offering a holistic range of products aimed at the
16- to 24-year-old consumer.
To ensure sustainable success, adidas Originals has to keep up to date
with and set trends as well as remain committed to serving consumer
groups who are constantly looking for more options to express
their individuality. To address these needs and maximise business
opportunities, a three-tier strategy has been chosen:
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Innovative partnerships: adidas Originals establishes innovative
partnerships with designers and retailers such as Jeremy Scott and
Opening Ceremony. In addition, the brand constantly searches for new
expressions of street fashion.
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Extending addressable market: adidas Originals continuously
develops new offerings to extend its messages into wider business
segments such as Denim, Women’s and Kids. Most recently, the Action
Sports division released a range of snowboard products and will expand
into surf.
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Providing variety to a wide audience: adidas Originals commercialises
concepts such as adicolor, particularly through controlled-space
initiatives, where consumers can find their most-loved, trend-driving
silhouettes in a wide colour range. The consistent product range
approach used throughout adidas Originals ensures that every product
can be cross-merchandised, creating a cohesive look and reliable brand
story.
Furthermore, to stay connected and to learn what resonates with and
inspires its target consumer, adidas Originals engages with them
through a constant stream of digital content and conversation on all
major social media platforms and blogs. For example, adidas Originals
has over 18 million fans on Facebook. Through these media, the brand
incorporates itself into consumers’ everyday lives, becoming part of
their social groups’ conversations.
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adidas Originals
Torsion Allegra X
In 2012, adidas Originals celebrated 40 Years of the Trefoil. This was
creatively integrated into products with graphics, golden trefoils and
other tributes to the brand’s iconic heritage. Leveraging the UEFA EURO
2012 and the Olympic Games, adidas Originals also created sportier
silhouettes, providing stylish answers through bold, focused collections.
In 2013, adidas Originals will focus on Street Running, Lifestyle Tennis
and Street Basketball. These stories will be pushed across all distribution
channels. Exciting design collaborations will continue with partners
such as Undefeated & Bathing Ape and Tokyo streetwear brand Bedwin
& The Heartbreakers. In addition, the Kids category will strengthen its
partnerships with Disney and Marvel Comics.
adidas NEO label: the lifestyle label for the young teen
The adidas NEO label is a key strategic pillar for driving growth for the
adidas brand. To ensure success in this more lifestyle-driven business,
the adidas formula is to focus on the younger consumer with a “fast
fashion” business model. This means quick reaction to emerging trends
through shorter lead times and excellence in retail execution. adidas
NEO specifically appeals to the young fashionable teen, aged between
14 and 19 years old, with the 16-year-old as the sweet spot. Those teens
live for now. They are ready to go, discovering their own way and style.
adidas NEO offers stylish products for those more price-conscious
consumers, who look for seasonal fashion items with a sports casual
flavour and constant newness.
The label puts a strong focus on young girls and, to increase the brand’s
visibility among them, adidas contracted two teen stars and fashion
icons in 2012: Justin Bieber and Selena Gomez. Subsequently, its social
media results increased significantly. The number of Facebook fans rose
to over 1.2 million by year-end 2012, supported by the Justin and Selena
partnership.