Reebok 2012 Annual Report Download - page 110

adidas Group
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2012 Annual Report
Group Management Report – Our Group
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2012
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02.3
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Global Brands Strategy
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Reebok Strategy
adidas SLVR: smart design
adidas SLVR is a contemporary sportswear collection that fuses
innovation and tradition. Built on a principle of functional elegance,
adidas SLVR creates an essential wardrobe filled with surprising details
and breakthrough materials. adidas SLVR is designed for the relentless
pace of 21st-century life. This means clothing that combines comfort and
effortless style with advanced fabrics and techniques. The sportswear
collection relies on the technical excellence of adidas while pushing the
limits of sportswear. This fusion of performance and tailoring creates a
look which is highly relevant to today’s culture.
Since the launch of the category, adidas SLVR products are sold in own
mono-branded stores, such as in New York, Miami, Berlin and Beijing.
The products are also available in all major adidas Brand Centres
and Concept Stores, in leading department stores and boutiques
worldwide. From fall 2013, adidas SLVR will take its online shopping
experience to the next level by creating a global e-commerce store via
:
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WWW.SLVR.COM.
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adidas SLVR
Snow Boot Heel
Reebok Strategy
The fitness brand
Reebok has a clear objective to become the leading fitness brand
in the world. Fitness is in the DNA of Reebok, having played an
important part in its heritage. In the 1980s, Reebok helped usher in
the aerobics movement with groundbreaking, game-changing products
and marketing. While the sporting goods industry and the world have
changed considerably since then, the role of fitness in society remains
one of the largest unconsolidated market opportunities.
Reebok acknowledges that society has gone from a world of fitness
participants to a more engaged world of fitness enthusiasts. These
are the people we define as the core Reebok consumer. It is because
of this that Reebok wants to help shift the paradigm and change the
perception of fitness, evolving it from a chore to a series of activities and
a lifestyle choice. Therefore, Reebok is on a mission to empower people
to be “fit for life”, supporting them to achieve their full potential in a fun,
collaborative and engaging way. In 2013, Reebok will be considerably
expanding its fitness offering and broadening its communication of what
the brand stands for and what it means to wear Reebok.
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Reebok at a glance
About Reebok
Reebok is an American-inspired sports brand with
the clear objective to become the leading fitness
brand in the world. Understanding and embracing
the multi-facets and lifestyle potential of fitness,
Reebok provides consumers with innovative products,
experiences and inspirations. Its strong roots
and history in fitness allow Reebok to empower
consumers to be fit for life.
Brand mission Empowering you to be fit for life
Brand values Social, bold, real
Brand attitude We believe those that are fit for life will be the
greatest contributors to our world.
Key markets North America, Russia/CIS, South Korea, Japan
Focus areas Fitness Training, Studio, Classics, Fitness Running,
Walking
Key strategic pillars
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Establish the House of Fitness.
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Innovate fitness marketing with grassroots and
partnership programmes.
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Invest in controlled space activities.
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Focus on five key categories and leverage Reebok
Kids and Royal Flag across all of them.
Net sales in 2012 € 1.667 billion