Reebok 2012 Annual Report Download - page 118

adidas Group
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2012 Annual Report
Group Management Report – Our Group
96
2012
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02.4
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Other Businesses Strategy
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Rockport Strategy
Rockport Strategy
Rockport’s mission is to become one of the world’s leading leather
footwear brands through the innovative combination of contemporary
style and engineered comfort. Rockport was founded in 1971 on the idea
of making fashion footwear comfortable by using the latest in athletic
shoe technologies. Today, the brand continues to combine this DNA with
the innovation resources of the adidas Group, to design products which
deliver uncompromised style with state-of-the-art engineered comfort
for metropolitan professionals around the world.
Brand promise: style made comfortable
Every shoe Rockport creates has to deliver against the brand’s promise
to make style comfortable. Through its products, Rockport is striving to
empower consumers to do more, be more and live more from weekday
to weekend.
Driving innovation and strategic concepts
Consistency in innovation and product concepts are becoming
increasingly important in the brown shoe market. As a result, Rockport is
investing in multi-year innovation and product concepts that embody the
brand DNA of lightness, flexibility, softness and stability. Following these
principles, in spring 2012, Rockport launched the concepts truWalkZero
and RocSports Lite to drive for ownership of lightness in the brown shoe
industry
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PICTURE 08
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PICTURE 09
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SEE RESEARCH AND DEVELOPMENT, P. 105.
08
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Rockport
truWalkZero event in New York City
Building on the global success of these platforms, in 2013, Rockport will
expand its lightness agenda across all wearing occasions, i.e. in both the
casual and dress shoe categories. In fall 2013, Rockport will also launch
its latest footwear innovation for men and women – Total Motion. Total
Motion is the next evolution of engineered comfort where stability meets
flexibility for all-day comfort.
09
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Rockport
“Challenge Gravity” campaign
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Rockport at a glance
About Rockport
Rockport was founded in 1971 on the idea of making
fashion footwear comfortable by using the latest
in athletic shoe technologies. More than 40 years
later, Rockport combines its unique DNA with the
innovation resources of the adidas Group and designs
products which deliver uncompromised style with
state-of-the-art engineered comfort for metropolitan
professionals around the world.
Brand mission
To become one of the world’s leading leather
footwear brands through the innovative combination
of contemporary style and engineered comfort.
Brand attitude
At Rockport, every shoe is designed for style and
engineered for comfort. Each shoe created delivers
against this promise and is at the heart of everything
the brand does. Through its industry-leading
products, Rockport empowers consumers to do more,
be more and live more from weekday to weekend.
Key markets USA, Russia/CIS, Canada, Japan, South Korea
Focus areas
The home of the brand is dress casual and relaxed
casual footwear for metropolitan professionals
around the world.
Key strategic pillars
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Globalise
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Women’s
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Retail
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Operational capabilities
Net sales in 2012 € 285 million