Reebok 2013 Annual Report Download - page 22

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CLAIRE MIDWOOD
ADIDAS NEO LABEL
HERZOGENAURACH, GERMANY
---
NEO STORES
TO OPEN IN 2014
FEBRUARY 2013
NEO's first fashion show in New York City with Selena
Gomez, curated by teenagers from around the world
NEO –
the lov e s t o r y
“Hi, my name is Claire, and almost every week one of my great joys is receiving love letters
from our NEO lovers. Of course, it’s not me who is addressed in those letters, it is NEO.
These are spontaneous letters from teenagers who want to share their ‘NEO love’ with
us. I have never seen anything like it, it is truly amazing. But what is the magic behind
this love? It’s a simple formula, it’s giving our teens direct access to the label and handing
control over to them, such as our #NEO Runway event in New York, where we let NEO
teens curate the looks that walked the catwalk. No other brand acts in this way. This is
what sets us apart from our competition. NEO offers teens the desirable products and
experiences they want and can afford to buy. This love story has only just started.”
For the love of sport.
16
adidas Group
/
2013 Annual Report