Reebok 2013 Annual Report Download - page 94

adidas Group
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2013 Annual Report
Group Management Report – Our Group
90
2013
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02.6
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Other Businesses Strategy
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Rockport Strategy
Rockport Strategy
Rockport was founded in 1971 on the idea of making fashion footwear
comfortable by using the latest in athletic shoe technologies. Today, the
brand continues to combine this DNA with the innovation resources of
the adidas Group, to design products which deliver uncompromised style
with state-of-the-art engineered comfort. With its mission, Rockport
aims to become one of the world’s leading leather footwear brands.
Brand promise: “style made comfortable”
Every shoe Rockport creates has to deliver against the brand’s promise
to make style comfortable. With visible athletic shoe technologies and
new product solutions, Rockport is an innovation leader designing for
style and engineering for comfort, with the objective of empowering
consumers to do more, be more and live more from weekday to
weekend.
Key concepts bring the “style made comfortable”
positioning to life
With the metropolitan consumer at the centre of extensive integrated
market research and product development efforts, Rockport has
evolved its offering propositions and established four core strategic
product concepts: truWalkZero, RocSports Lite, Total Motion and Seven
to 7. These concepts will serve as key platforms to build long-term
recognition and trust for the brand’s product offering with consumers.
Each concept is based upon key industry and consumer trends which
enable the brand to drive both the innovation and commercial agendas.
For example, truWalkZero is minimalist in design and construction to
maximise lightness and mimics the foot’s natural walking motion,
making it the perfect active casual staple to propel consumers through
their day. Total Motion, on the other hand, incorporates premium
materials for a glove-like fit and controlled flexibility from its advanced
construction technologies
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PICTURE 08.
08
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Rockport
Total Motion campaign 07
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Rockport at a glance
About Rockport
Rockport was founded in 1971 on the idea of making
fashion footwear comfortable by using the latest
in athletic shoe technologies. More than 40 years
later, Rockport combines its unique DNA with the
innovation resources of the adidas Group and designs
products which deliver uncompromised style with
state-of-the-art engineered comfort for metropolitan
consumers around the world.
Brand mission
To become one of the world’s leading leather
footwear brands through the innovative combination
of contemporary style and engineered comfort.
Brand attitude
At Rockport, every shoe is designed for style and
engineered for comfort. Each shoe created delivers
against this promise, which is at the heart of every-
thing the brand does. Through its industry-leading
products, Rockport empowers consumers to do more,
be more and live more from weekday to weekend.
Key markets USA, Russia/CIS, Canada, Japan, South Korea
Key strategic pillars
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Drive product concept recognition
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Leverage men’s and women’s opportunity
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Evolve point-of-sale experience
Net sales in 2013 € 289 million