Reebok 2014 Annual Report Download - page 62

adidas Group
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2014 Annual Report
Group Management Report – Our Group
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2014
Global Brands Strategy
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02.3
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Marketing and communication leadership
adidas and Reebok are focused on creating inspirational and innovative marketing capabilities that
build brand equity and consumer advocacy. A key tenet of our marketing and communication strategy
is to harness the emotion of sport and the benefits of a sporting lifestyle across all communication
channels. Both adidas and Reebok regularly bring new global marketing concepts to life, which can
be easily leveraged to create simple and powerful brand messages and support an array of product
offerings.
In addition, Global Brands also endeavours to ensure all of its brands are at the forefront of new
communication techniques, particularly as information flow becomes faster and faster. To increase
the pace and relevance of our brands’ communication with the consumer, digital marketing now
acts as a backbone for all brand marketing activities. Whether through social networks, mobile
apps or digital broadcast mediums, these methods are providing a new scope of consumer
experience in real time. With consumers spending more time online, the adidas and Reebok digital
strategies allow the brands to move from campaign-based communication to developing deeper
relationships with their respective target audience. In addition to adding significant value to all our
communication efforts, our digital marketing and social interaction with consumers also provide the
brands with accessible insights, learnings and measurable results, which in turn can be utilised to
drive long-term brand equity.
To ensure our Group stays at the forefront of these developments, in 2014 both adidas and Reebok
invested further in the digital space. To increase speed, bring greater consistency and drive higher
levels of brand activation online, adidas established digital newsrooms around the globe. This
served to better coordinate the brands’ online presence as well as leverage and magnify key brand
initiatives throughout the year. For example, for the duration of the 2014 FIFA World Cup, adidas set
up a newsroom in Rio de Janeiro called ‘Posto adidas’. Throughout the tournament, adidas created
and shared content via its social media channels in real time, in highly debated moments during
games or by giving fans exclusive insights into adidas’ player and federation partners. Reebok also
created a global social centre at its headquarters in Canton. This centre and its team engaged with
the Fit Generation consumer in the social world and will continue to enable Reebok to be part of the
conversation in 2015. In addition, Reebok also opened the Reebok Production Studios, enabling the
brand to become a constant creator of exciting and relevant content.
see Picture 07
see Picture 08
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adidas
Sport 15 brand campaign
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Reebok
Be More Human brand campaign