Reebok 2014 Annual Report Download - page 59

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adidas Group
/
2014 Annual Report
Group Management Report – Our Group
55
2014
Global Brands Strategy
/
02.3
/
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. Everything at
adidas 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. Football,
running and basketball are our key strategic categories. 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, outdoor, American football, rugby, tennis, baseball,
handball, volleyball, badminton, table tennis, swimming, cycling, boxing and wrestling.
The adidas Originals sub-brand strives 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. These consumers are
looking for substance and craft and are inspired by stories and designs, which we serve through the
iconic Trefoil logo and with products such as the Stan Smith, Superstar, ZX and Samba. 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.
As part of our market segmentation strategy and to increase our appeal to a younger, more
price-conscious generation of lifestyle consumers, the adidas NEO label was established to cater
specifically to their needs. adidas NEO targets the young fashionable teen, aged between 14 and
19 years. These teens are ‘digital natives’ and live for now. They are ready to go, discovering their
own way and style, and the NEO label is all about them. It is all about being open and engaged with
this teenage consumer, enabling them to participate with the label and enjoy experiences that only
NEO can provide, such as styling an outfit for Selena Gomez or being part of the NEO collection
created especially for the New York Fashion Week. To ensure success, the NEO formula employs a
‘fast fashion’ business model. This means quick reaction to emerging trends through shorter lead
times and excellence in retail execution.
see Picture 01
see Picture 02
see Picture 03
see Picture 04
03
/
adidas Originals
2015 Superstar campaign
04
/
adidas NEO
Fall/winter 2014/15 campaign
LIVE YOUR STYLE
ADIDAS.COM/NEO
PICTURE YOURSELF IN
© 2014 adidas AG. adidas, the Globe logo and the 3-Stripes mark are registered trademarks of the adidas Group.