Reebok 2013 Annual Report Download - page 84

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adidas Group
/
2013 Annual Report
Group Management Report – Our Group
80
2013
Global Brands Strategy
/
02.5
/
adidas is mainly targeting competitive sports based on innovation and
technology with adidas Sport Performance. This sub-brand is the multi-
sport specialist. The target consumers range from sports participants
at the highest level to those inspired by sport or who simply love sport.
While adidas has a pivotal strength with the 20- to 29-year-olds, a clear
focus is on strengthening its resonance with next-generation athletes,
the 14- to 19-year-olds, in particular the high school athlete. In our
view, this target group is also the most influencing consumer group
around the world. Everything at adidas Sport Performance reflects the
spirit of Adi Dassler, the founder of the company. The main objective
is simple: to make athletes better, with innovation at the heart of all
adidas Sport Performance products. From a category perspective,
football
/
PICTURE 05, running
/
PICTURE 02 and basketball are our key
strategic categories for growth. However, to underline our credibility
as the multi-sport specialist and leverage our brand strength, adidas
also supports a wide range of other sports and sports activities such as
training
/
PICTURE 04, outdoor, American football, rugby, tennis, baseball,
handball, volleyball, badminton, table tennis, boxing and wrestling.
04
/
adidas Sport Performance
ClimaChill training apparel
05
/
adidas Sport Performance
Nitrocharge football boot
The sub-brands adidas Originals and adidas Sport Style strive to take
the brand’s unique heritage and design leadership to capture further
potential in the sports lifestyle and fashion market. Streetwear and
lifestyle sports fashion represents a unique opportunity for sporting
goods companies. To be successful in this market segment, brand
credibility and heritage is an important prerequisite. adidas Originals is
regarded as a legitimate sports lifestyle brand. For well over a decade,
adidas Originals has been offering a holistic range of products aimed
at the 16- to 24-year-old consumer. These consumers are looking for
substance and craft and are inspired by passions and stories, which we
serve through the iconic trefoil logo and with products such as the Stan
Smith
/
PICTURE 06, Superstar, Samba and ZX. To ensure sustainable
success, adidas Originals has to keep up to date with and set trends
as well as remain committed to serving consumer groups who are
constantly looking for more options to express their individuality.