Reebok 2012 Annual Report Download - page 117

adidas Group
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2012 Annual Report
Group Management Report – Our Group
95
2012
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02.4
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Other Businesses Strategy
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TaylorMade-adidas Golf Strategy
adidas Golf: “Equipment for Your Body” continues
to thrive
adidas Golf creates innovative products targeted at athletic, competitive-
minded golfers seeking a performance edge in footwear and apparel,
and positions its products as “Equipment for Your Body”.
To increase market share in the highly competitive golf footwear market,
adidas Golf focuses on delivering high-performance benefits in climate
management, comfort, traction and stability, as well as on infusing the
category with classic adidas styles and colours. Examples of this include
the tour-validated adipure motion, puremotion, crossflex, adicross II,
along with the Samba Golf, the design of which is based on the Samba,
the second-best-selling shoe in the history of adidas.
In 2013, adidas Golf introduces one of the most exciting golf footwear
launches in years, the new ultra-lightweight adizero golf shoe, which
leverages the established success of the adidas adizero footwear
franchise in running, football, tennis, baseball, basketball and track &
field. adidas Golf is dedicated to being the leader in “lighter is better”
golf footwear, and adizero is the first powerful step in that direction
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PICTURE 05.
05
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adidas Golf
adizero golf shoe
In apparel, adidas Golf is well respected as a leader in incorporating
advanced technology and design into tops, pants and shorts to help
the player perform better. adidas Golf’s highly successful ClimaCool
line of technically advanced apparel remains exceptionally popular, as
does ClimaWarm cold-weather gear and ClimaProof wet-weather gear.
All are widely worn on the PGA Tour by numerous athletes, including
icons Dustin Johnson, Sergio Garcia and Jason Day. On tour, the high
visibility of the 3-Stripes logo is instrumental to boosting consumer
awareness
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PICTURE 06.
06
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adidas Golf
ClimaCool golf apparel collection
Adams Golf acquisition extends market position
Adams Golf is a highly respected brand that shares TaylorMade’s
strategic approach to developing better equipment through technology,
which has helped create Adams Golf’s reputation for strong research
and development. Adams Golf will continue to focus on making
equipment that is more forgiving and helps all golfers improve their
game. In addition, plans are in place to leverage synergies between
the TaylorMade and Adams Golf R&D departments, with a key goal not
only to share best practice but also to broaden Adams Golf’s product
architecture. Similarly, plans are also taking shape to turn Adams
Golf into a global golf brand by leveraging TaylorMade-adidas Golf’s
established distribution channels around the world. This is a significant
future growth opportunity, as 92% of Adams Golf sales were in North
America in 2012.
Ashworth gains significant momentum
Ashworth implemented a new brand strategy in 2012, with a significant
focus on increasing tour presence and visibility. This was accomplished by
increasing the size of its Tour Staff to more than 30 players and installing
Justin Rose as its new icon on the PGA Tour. In addition, Ashworth
introduced a new line of shirts called EZ-TEC2 with a performance fabric
that is breathable and quick-drying, while also being exceptionally soft
and comfortable. The brand also launched a new line of footwear, the
Cardiff Mesh, bringing the brand near the forefront of the spikeless golf
shoe category. The result was Ashworth’s best year since TaylorMade-
adidas Golf acquired the brand in 2008.
In 2013, Ashworth will heighten consumer awareness and sales, not
only through its increased tour presence but also through a new “devil-
may-care” marketing campaign designed to give the brand a livelier and
more contemporary image. The goal of this campaign is also to widen
the brand’s appeal across a broader range of age groups.