Reebok 2013 Annual Report Download - page 89

adidas Group
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2013 Annual Report
Group Management Report – Our Group
85
2013
Global Brands Strategy
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02.5
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Activation and validation via a relevant set of
promotion partnerships
The utilisation of promotion partners such as federations, teams,
leagues, events and individuals is an important part of endorsing
brand positioning, and an area to which the Group dedicates significant
resources. This not only serves as a vehicle to showcase the credentials
of adidas and Reebok products in the performance and fitness arenas,
respectively, it also facilitates the extension of the adidas and Reebok
brands in the sports-inspired lifestyle market. Both adidas and Reebok
follow a partnership strategy geared to best reflect their respective
positioning in the market.
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adidas Sport Performance
adizero f50 Messi
One of the guiding principles of adidas is to equip all athletes to achieve
their “impossible”. As such, adidas brings its passion for great products
to the biggest stages in the world, with sponsorship agreements for
the FIFA World Cup, the UEFA EURO, the UEFA Champions League,
the NBA, the Boston Marathon, the European Rugby Cup and the IAAF
(International Association of Athletics Federations). In addition, adidas
has an extensive roster of high-profile sports teams, such as the national
federations of Spain, Germany, Argentina, Russia, Mexico, Colombia
and Japan, as well as top clubs Real Madrid, AC Milan, Chelsea FC and
FC Bayern Munich in football, the New Zealand All Blacks and France
in rugby, American universities such as UCLA, as well as high-profile
individuals such as football stars Lionel Messi
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PICTURE 17, Mesut Özil
and Gareth Bale, basketball stars Derrick Rose and Dwight Howard,
marathon record holder Wilson Kipsang, athletic stars Jessica Ennis
and Yohan Blake, American football quarterback Robert Griffin III, also
known as “RG3”, and tennis stars Caroline Wozniacki and Andy Murray.
In addition, adidas also has a number of strategic partnerships and
collaborations with top designers and design studios, such as with
Yohji Yamamoto, Stella McCartney, Jeremy Scott and Porsche Design.
The brand also has similar relationships with many of the most creative
personalities from across the entertainment industry, including Kanye
West and Rita Ora, as well as with premium retailers such as Urban
Outfitters and Topshop for adidas Originals. These collaborations ensure
the 3-Stripes and trefoil have visibility and credibility right through to the
most fashion-conscious consumer.
To activate and validate its key concepts, Reebok is partnering with
some of the most influential fitness movements and organisations
and accomplished people in the fitness industry. Reebok partnerships
include those with CrossFit (including the CrossFit Games), Spartan
Race, Les Mills
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PICTURE 18 and Color Run. Additionally, Reebok assets
include renowned yoga instructor Tara Stiles and pro fitness expert Amy
Dixon. In addition, Reebok Classics partners with sports celebrities,
musicians and artists to amplify activations and product validation in the
lifestyle category, with high-profile ambassadors such as Alicia Keys,
Swizz Beatz, Tyga and Shaquille O’Neal.
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Reebok
Les Mills studio fitness