Reebok 2012 Annual Report Download - page 131

adidas Group
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2012 Annual Report
Group Management Report – Our Group
109
2012
Research and Development
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02.6
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Reebok expands ZigTech and RealFlex technology
platforms
In 2012, Reebok’s latest products continued to generate the majority of
Reebok’s sales, with an estimated 67% of footwear sales coming from
products launched in 2012 (2011: 69%). Only 14% of footwear product
sales relate to products introduced three or more years ago (2011: 10%).
In 2012, Reebok presented several key product introductions:
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Reebok expanded the highly successful ZigTech technology platform,
which features a unique zigzag-shaped lightweight foam sole that
is designed to absorb the impact of heel strike and return a wave
of energy along the length of the shoe. A new, more aggressively
designed, more responsive version of ZigTech called ZigShark was
introduced. A lighter-weight platform called ZigLite and a heel-only
version called ZigKick were also introduced.
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In addition, Reebok expanded the RealFlex technology pillar, which
provides a point of difference in the rapidly expanding lightweight/
barefoot running segment, by offering natural motion running with
cushioning and protection. Multiple new RealFlex options were added
in the running and training segments to address specific activities.
Also, the new SmoothFlex platform was introduced to offer an even
more cushioned option.
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Finally, a pure lightweight concept called SubLite, based on a
proprietary Reebok outsole foam, was introduced across multiple
categories.
For more information on these and other products
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SEE REEBOK STRATEGY,
P. 88.
Innovation a key success factor for
TaylorMade-adidas Golf
At TaylorMade-adidas Golf, current products (i.e. products launched
in the last 18 months, which is the typical product life cycle in golf)
represented 84% of total hardware sales in 2012 (2011: 78%). Products
that had been brought to market three or more years ago accounted for
4% of sales in 2012 (2011: 5%).
Among the highlight product launches in 2012 were:
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TaylorMade introduced the R11S line of drivers, which incorporates
a larger range of adjustability, featuring TaylorMade’s Adjustable
Sole Plate technology and proven Flight Control and Movable Weight
Technology.
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The RocketBallz drivers, also launched in 2012, are faster and
longer thanks to new forward distribution of weight and better
aerodynamics. With their stand-out white colour finish, both the R11S
and the RocketBallz were retail hits in 2012. The new RocketBallz
fairways and Rescues added significant distance, more than any
products TaylorMade has ever made. This was achieved via the new
Speed Pocket technology which promotes more ball speed, while the
forward distribution of weight reduces ball spin.
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Subsequently, the fairway wood breakthrough technology was
incorporated in the RocketBladez irons in the form of a thin slot in
the sole filled with a soft polymer, resulting in significant distance
increase and noticeable higher trajectory with a steeper angle of
descent for soft landing.
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Capitalising on the success of the Ghost putters, the Ghost Spider S,
the Ghost Manta and the Ghost Tour Series putters were launched
in 2012, also featuring the same signature white colour finishes as
those in the driver lines.
For more information on these and other products
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SEE TAYLORMADE-
ADIDAS GOLF STRATEGY, P. 92.
Rockport launches truWalkZero architecture
Due to the different business model for the Rockport brand as a
leather shoe company, the impact from new styles is significantly lower
compared to our other brands. Products launched in 2012 accounted for
61% of sales (2011: 58%).
The Rockport brand presented numerous interesting product
introductions during the year:
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Rockport launched truWalkZero as its pinnacle concept to claim
ownership of lightness in the brown shoe industry. The truWalkZero
architecture works with the foot’s natural motion, resulting in a more
comfortable, energised stride. Using adiPrene technology by adidas,
truWalkZero enables a soft heel strike, transitioning to a smooth roll
through the arch, and finishing with a forefoot flex for an energised
push-off.
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The lightweight concept was extended into both genders and all
wearing occasions, with RocSports Lite in the casual category and
BusinessLite for dress shoes.
For more information on these and other products
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SEE ROCKPORT
STRATEGY, P. 96.
Reebok-CCM Hockey innovates in sticks and skates
At Reebok-CCM Hockey, products launched in 2012 accounted for
45% of sales in North America (2011: 55%). Only 13% of sales were
generated with products introduced three or more years ago (2011:
15%). Reebok-CCM Hockey product launches in 2012 included:
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CCM introduced the highly anticipated Crazy Light protective
equipment series. Featuring a new U Foam construction, this
equipment’s weight was reduced and it remains lighter during the
game.