Reebok 2014 Annual Report Download - page 65

Download and view the complete annual report

Please find page 65 of the 2014 Reebok annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 268

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137
  • 138
  • 139
  • 140
  • 141
  • 142
  • 143
  • 144
  • 145
  • 146
  • 147
  • 148
  • 149
  • 150
  • 151
  • 152
  • 153
  • 154
  • 155
  • 156
  • 157
  • 158
  • 159
  • 160
  • 161
  • 162
  • 163
  • 164
  • 165
  • 166
  • 167
  • 168
  • 169
  • 170
  • 171
  • 172
  • 173
  • 174
  • 175
  • 176
  • 177
  • 178
  • 179
  • 180
  • 181
  • 182
  • 183
  • 184
  • 185
  • 186
  • 187
  • 188
  • 189
  • 190
  • 191
  • 192
  • 193
  • 194
  • 195
  • 196
  • 197
  • 198
  • 199
  • 200
  • 201
  • 202
  • 203
  • 204
  • 205
  • 206
  • 207
  • 208
  • 209
  • 210
  • 211
  • 212
  • 213
  • 214
  • 215
  • 216
  • 217
  • 218
  • 219
  • 220
  • 221
  • 222
  • 223
  • 224
  • 225
  • 226
  • 227
  • 228
  • 229
  • 230
  • 231
  • 232
  • 233
  • 234
  • 235
  • 236
  • 237
  • 238
  • 239
  • 240
  • 241
  • 242
  • 243
  • 244
  • 245
  • 246
  • 247
  • 248
  • 249
  • 250
  • 251
  • 252
  • 253
  • 254
  • 255
  • 256
  • 257
  • 258
  • 259
  • 260
  • 261
  • 262
  • 263
  • 264
  • 265
  • 266
  • 267
  • 268

adidas Group
/
2014 Annual Report
Group Management Report – Our Group
61
2014
/
02.4
/
Other Businesses Strategy
/
TaylorMade-adidas Golf Strategy
/
TaylorMade: TaylorMade’s priority is to become the leader in each individual golf category. That
means strengthening its position as the number one metalwood (drivers, fairway woods and hybrids)
and iron brand and ascending to the top market position in wedges, putters, balls and accessories.
From a market share perspective, the latter two categories in particular offer significant market
share and growth potential. In balls for example, in 2014, TaylorMade launched a new golf ball:
Project (a). This multi-year R&D project has resulted in a ball which has been specially engineered
to promote more shot-stopping spin control for the average amateur.
/
adidas Golf: A key component of adidas Golf’s strategy is creating innovative products that are
targeted to an athletic, competitive-minded golfer who is seeking a performance edge in every
piece of footwear and apparel. In 2014, the adizero franchise was continued with the second
iteration with adizero One. This shoe incorporates a variety of cutting-edge technologies and is
10% lighter than the original adizero golf shoe. adidas Golf’s strategy also includes strengthening
its year-round apparel offerings by adding to the Clima collection with ClimaChill apparel,
engineered to regulate body temperatures with proprietary ClimaChill technology featuring small
aluminium cooling dots.
/
Adams Golf: Adams Golf’s key strategy for growth is to adapt tour-proven technology to meet
the needs of golfers seeking equipment that makes the game easier to play and thus a better
experience. Additionally, Adams Golf uses its position as the number one hybrid brand on five of
the world’s major professional golf tours, including the PGA Tour, to become the best-selling hybrid
brand worldwide. Recent product introductions, including New Idea Tech Hybrid irons that are
designed specifically for golfers with slower swing speeds, are examples of the brand’s product
strategy to enhance the enjoyment of the game.
/
Ashworth: Ashworth focuses on re-establishing the brand’s reputation as an authentic golf
brand dedicated to bringing modern style to the golf course. Specific emphasis is put on bringing
more consistency to Ashworth’s messaging and product. A good example of this is the Ashworth
see Picture 02
see Picture 03
01
/
TaylorMade
SLDR irons
02
/
adidas Golf
ClimaChill golf apparel