Reebok 2013 Annual Report Download - page 90

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adidas Group
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2013 Annual Report
Group Management Report – Our Group
86
2013
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02.6
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Other Businesses Strategy
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TaylorMade-adidas Golf Strategy
01
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TaylorMade-adidas Golf at a glance
About
TaylorMade-adidas Golf
TaylorMade-adidas Golf consists of four brands:
TaylorMade, adidas Golf, Adams Golf and
Ashworth. Each brand’s strategy is to develop
and commercialise innovative, technologically
advanced stylish products at a faster pace than the
competition, and to build awareness and demand
for these products through high-level visibility on
the world’s professional golf tours.
Brand mission
To build on its position as the leading performance
golf company in the world in terms of sales and
profitability.
Brand attitude
Each brand endeavours to create better-designed,
superior-performing products through their
employees’ passion for the game and commitment
to authenticity, competition and innovation.
Key markets North America, UK, Japan, South Korea
Key strategic pillars
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Continue to develop and distribute techno-
logically advanced metalwoods, irons, wedges,
putters, balls, footwear and apparel that help
golfers of all skill levels play at a higher level.
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Maintain TaylorMade’s status as the number one
driver brand on the world’s major professional
golf tours.
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Maintain the adidas Golf brand’s high visibility on
the world’s major professional golf tours.
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Focus Adams Golf on creating and commercial-
ising easy-to-play equipment for beginners and
higher-handicap players.
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Re-establish Ashworth as a premium apparel
brand through improved fabrication and
Ashworth’s association with Major Champions
including Justin Rose and Fred Couples.
Net sales in 2013 € 1.285 billion
Other Businesses Strategy
Other Businesses primarily include the TaylorMade-adidas Golf, Rockport and Reebok-CCM Hockey
segments. Each of these segments has its own strategy in place in order to address its specific target
groups directly and further expand its market share. They contribute to our Group’s overall goal: to be
the global leader in the sporting goods industry.
TaylorMade-adidas Golf Strategy
TaylorMade-adidas Golf’s mission is to build on its status as the world’s
leading golf company in terms of sales and profitability. The segment
consists of four of the game’s most widely known and respected brands:
TaylorMade, adidas Golf, Adams Golf and Ashworth. Its foundation for
success is built on the ability to quickly and continuously introduce to
the marketplace well-designed, technologically advanced products
supported by a broad range of innovative marketing activities and
widespread product validation by tour professionals competing on
the world’s major professional golf tours. The combination of these
elements creates some of the most sought-after products in the
golf industry, yielding both high volumes and premium price points.
Priorities for long-term growth include leveraging brand equity through
the creation and execution of new retail initiatives as well as improving
global distribution.
Leveraging the strength of four of golf’s most respected
brands
TaylorMade-adidas Golf implements a multi-brand strategy with four
well-defined and well-respected golf brands under one roof. TaylorMade
is the market leader in the metalwood and iron categories, and is
among the leaders in wedges, putters, balls and accessories. adidas
Golf creates innovative products targeted at athletic, competitive-
minded golfers seeking a performance edge in every piece of equipment
they choose, including footwear, apparel and outerwear. Ashworth
focuses on classically rooted products that deliver style, comfort and
performance to the golf enthusiast, complementing adidas Golf’s athletic
high-performance positioning. Together, adidas Golf and Ashworth
make TaylorMade-adidas Golf a global leader in golf apparel and one of
the top three companies in footwear sales. Adams Golf’s product focus
is on clubs for game improvement and on making the game easy. Its
broad offering and positioning has significant potential in seniors and
women’s, complementing TaylorMade’s focus on the younger and the
lower-handicap players.