Reebok 2013 Annual Report Download - page 107

adidas Group
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2013 Annual Report
Group Management Report – Our Group
103
2013
Research and Development
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02.8
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Reebok introduces new technology platforms
In 2013, Reebok’s latest products continued to generate the majority of
Reebok’s sales, with an estimated 59% of footwear sales coming from
products launched in 2013 (2012: 67%). Only 12% of footwear product
sales relate to products introduced three or more years ago (2012: 14%).
In 2013, Reebok presented several key product introductions. Some of
the highlights included:
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The Reebok One Series of fitness footwear was brought to market in
2013 and includes a three-foam midsole to maximise performance
and comfort in each phase of the gait cycle. The heel/contact zone
contains a soft cushioning foam that provides shock attenuation at
impact; the mid-stance zone uses a lightweight compound engineered
for a smooth transition, and the propulsive zone contains an ultra-
responsive high energy return (rebound) foam that helps propel the
wearer through toe-off.
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In training, Reebok expanded its CrossFit Nano technology platform
with a new version, the 2.0. The shoe was designed to provide more
flexibility and breathability with its mesh upper, while maintaining
stability via a full-length, low-profile EVA midsole, for the perfect
balance of cushioning and low-to-ground feel.
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In the women’s walking category, Reebok introduced a new technology
called Skyscape, borrowing materials and soft moulding processes
usually used to create lingerie to produce an all-around comfortable
shoe that weighs only 5.0 ounces (approximately 140 grams).
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In 2013, Reebok also introduced CheckLight, a groundbreaking
impact indicator for use in contact sports and activities. It has
flexible electronics and motion sensors to accurately measure
direct accelerations in real time and provide actionable objective
measurement of impact force.
For more information on these and other products
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SEE GLOBAL BRANDS
STRATEGY, P. 77.
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 81% of total hardware sales in 2013 (2012: 84%). Products
that had been brought to market three or more years ago accounted for
5% of sales in 2013 (2012: 4%).
Among the highlight product launches in 2013 were:
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TaylorMade introduced the R1 driver, incorporating in one single
driver the range of adjustability typically requiring an entire range of
drivers. It features TaylorMade’s Adjustable Sole Plate technology and
the proven Flight Control and Movable Weight Technology.
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The RocketBallz Stage 2 drivers, also launched in 2013, are faster
and longer thanks to a better forward distribution of weight resulting
from their thick-thin crown technology design. The new RocketBallz
fairways and Rescues add distance to the RocketBallz woods. This
was achieved via a new RocketSteel face material which promotes
more ball speed.
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In addition, TaylorMade presented its SLDR drivers. With extremely
low and forward weight distribution, the SLDR driver is able to
deliver less spin and a higher launch angle when lofted up, producing
significant distance gain for all players.
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The SpeedBlade irons feature in the sole a new slot with variable
width, breaking into the cavity and filled with a soft polymer, resulting
in more distance consistency and better feel while keeping the
noticeable higher trajectory with a steeper angle of descent for soft
landing of a slotted iron.
For more information on these and other products
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SEE TAYLORMADE-
ADIDAS GOLF STRATEGY, P. 86.
Rockport launches Total Motion
At Rockport, products launched in 2013 accounted for 58% of sales
(2012: 61%). The Rockport brand presented several interesting product
introductions during 2013. The highlight product launch was the Total
Motion collection:
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Rockport’s Total Motion collection provides superior comfort
combined with a soft glove-like fit and controlled flexibility. The
combination of soft, premium leathers and padding-lined uppers
allows consumers a minimum break-in period. Furthermore, the
ultra-thin thermal polyurethane (TPU) plate in the outsole helps
provide excellent stability and controlled flexibility while dispersing
shock. Additionally, adiPrene technology by adidas helps provide
all-day comfort.
For more information on these and other products
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SEE ROCKPORT
STRATEGY, P. 90.
Reebok-CCM Hockey innovates in sticks and skates
At Reebok-CCM Hockey, products launched in 2013 accounted for 53%
of sales in North America (2012: 45%). Only 11% of sales were generated
with products introduced three or more years ago (2012: 13%).
Reebok-CCM Hockey product launches in 2013 included:
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In July, CCM launched the RBZ hockey skate. With its new SpeedBlade
+4.0mm holder and SpeedCore technology, it was CCM’s fastest skate
yet.
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CCM strengthened its hockey stick offering with the RBZ Stage II
hockey stick, continuing its R&D collaboration with TaylorMade-
adidas Golf. The Stage II features a new blade construction with Freak
Channels that provide 20% more Coefficient Of Restitution (C.O.R.)
than the original RBZ stick, to help maximise puck speed.
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In addition, CCM returned to the goalie market with the launch of the
Extreme Flex goalie line, offering a softer, lighter and more flexible
tailored line for extremely athletic goalies.
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Reebok Hockey launch highlights in 2013 included the highly
innovative and commercially successful RibCor hockey stick. The
RibCor’s unique ribbed shaft technology features carbon fibres that
are permanently in tension to help the player increase power transfer
from their hands directly to the puck.
For more information on these and other products
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SEE REEBOK-CCM
HOCKEY STRATEGY, P. 92.