Reebok 2013 Annual Report Download - page 83

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adidas Group
/
2013 Annual Report
Group Management Report – Our Group
79
2013
Global Brands Strategy
/
02.5
/
adidas strategic positioning
No other brand has a more distinguished history and stronger connection
with sport than adidas. adidas is where the best meet the best, such
as at the Olympic Games and the FIFA World Cup, but also everywhere
else around the world where sports are played, watched, enjoyed and
celebrated. As a true global brand with German roots, adidas’ mission
is to be the leading and most desired sports brand in the world. One
major lever to achieve this is the brand’s broad and unique product
portfolio, spanning from apparel and footwear for professional athletes
to premium fashion. It allows adidas to address multiple consumer
needs, exploit market opportunities from various angles as well as be
less affected by one-dimensional market risks. adidas’ commitment to
product innovation and its rich heritage differentiates the brand from
competitors and provides a solid platform for future growth.
02
/
adidas Sport Performance
Supernova Glide Boost running shoe
03
/
adidas at a glance
About adidas
adidas is a truly global brand with German roots.
adidas Sport Performance:
The guiding principle of adidas Sport Performance
is to make athletes better by making them
faster, stronger, smarter, cooler and more natural.
The main focus is on five key categories: football,
running, basketball, training and outdoor.
adidas Originals:
adidas Originals is the authentic, iconic sportswear
label for the street, and its philosophy is to
“Celebrate Originality”.
adidas Sport Style:
adidas Sport Style includes the labels adidas
NEO, Y-3 and Porsche Design Sport.
Brand mission To be the leading and most desired sports brand in
the world.
Brand values Authentic, passionate, innovative, inspirational,
committed, honest
Brand attitude Impossible Is Nothing.
Key markets North America, Russia/CIS, Greater China
Key strategic pillars
/
Gaining sales and market share with key growth
categories such as running and basketball within
adidas Sport Performance.
/
Expanding adidas Sport Style in the fast-fashion
business with the adidas NEO label.
/
Maintaining adidas Originals’ strong momentum
to serve the needs of the fashion-driven lifestyle
consumer.
Net sales in 2013 € 11.060 billion