Reebok 2014 Annual Report Download - page 66

Download and view the complete annual report

Please find page 66 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
62
2014
/
02.4
/
Other Businesses Strategy
/
TaylorMade-adidas Golf Strategy
Majors Series Apparel Collection which was the brand’s marketing focus in 2014, featuring a series
of limited-edition golf shirts designed to commemorate the major victories of six of the company’s
Tour Staff professionals. This premium collection was a building block for more superior pieces with
higher price points to debut from the brand in 2015.
Tour validation critical to showcasing equipment at the highest level
Golfers of all levels are influenced by the equipment that the world’s best professional players play
with and wear. Hence, TaylorMade-adidas Golf’s leadership and presence on the world’s major
professional golf tours is imperative to increasing brand exposure and consumer traction. The
strength of the TaylorMade-adidas Golf Tour Staff lies in the number and quality of its members,
which include global stars such as 2014 U.S. Open champion Martin Kaymer, 2013 U.S. Open
champion Justin Rose, Dustin Johnson, Sergio García, Jason Day and 2010 U.S. Open champion
Paula Creamer. In addition, dozens more tour professionals also play TaylorMade metalwoods,
helping to make TaylorMade the number one driver brand on the world’s six major tours – the
PGA Tour, European Tour, Japan Tour, Champions Tour, Web.com Tour and LPGA Tour. The visibility
and credibility that TaylorMade enjoys from this widespread use of its equipment is instrumental to
brand and product awareness.
Adams Golf likewise maintains a strong Tour Staff, having in 2014 added fan favourite Ernie Els to
a team that already includes Robert Garrigus, Aaron Baddeley, Tom Watson and Bernhard Langer.
Marketing innovation and excellence in execution
Innovative and effective marketing is critical to TaylorMade-adidas Golf’s success. Great effort is
put into creating compelling messages spread widely through a variety of channels. This includes
television, print, social media, point of sale, demonstration events and carefully choreographed
activities at professional tournaments.
see Picture 04
Strategic priority
/
Tour validation
Strategic priority
/
Marketing innovation
03
/
Adams Golf
New Idea Tech Hybrid iron
04
/
Ashworth
Majors Series apparel collection