Reebok 2015 Annual Report Download - page 58

GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy
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GROUP STRATEGY
The adidas Group strives to inspire and enable people to harness the power of sport in their lives.
Sport is our very purpose. Inspired by our heritage, we know that a profound understanding of the
consumer and their journey in sport is essential to achieving this goal. To anticipate and respond
to their needs, we continuously strive to create a culture of innovation and creativity. Through our
portfolio of authentic sports brands, we harness this culture and push the boundaries of products,
services and processes to drive brand desire. This, in turn, will drive value creation for our company
and our shareholders.
OUR PURPOSE: SPORT HASTHE POWER TO CHANGE LIVES
We are convinced that sport is and will remain central to every culture and every society. It is core to
health for an increasing number of people around the world. The importance of sport, however, goes far
beyond that: We fully believe that sport has the power to change lives. Sport is therefore our very purpose.
Everything we do is rooted in sport. And we also translate our competence in sport into streetwear and
fashion because sport is also an attitude and a lifestyle.
We fill our purpose with life through the following strategic pillars reflecting our values rooted in sport:
•Portfolio of authentic sports brands: Our brands are driven to create and innovate through a common
passion for sport and a sporting lifestyle. At the same time, each brand has a unique identity and focus
on its core competencies. This approach allows us to develop and create products, experiences and
services tailored to the individual needs and desires of a broad spectrum of consumers, increasing our
leverage in the marketplace.
•
Developing a team grounded in our heritage in sport: Our culture is continuously shaped by influences
from the past and the present as well as our future aspirations. We foster a corporate culture of perfor -
mance, passion, integrity and diversity by creating a work environment that stimulates innovation, team
spirit and achievement based on strong leadership and employee engagement.
•
Investments focused on highest-potential markets and channels: As a Group, we target strong market
positions in all markets in which we compete. However, we have prioritised our investments based on
those markets which offer the best medium- to long-term growth and profitability opportunities. In
this respect, we place considerable emphasis on expanding our activities in the emerging markets,
particularly in Greater China and Latin America, as well as building our market share in the USA and
Western Europe.
•Creating a flexible supply chain: Speed and agility are key to outpacing the competition, providing a
constant flow of new and relevant products for our consumers and high service levels for our customers.
We are committed to meeting the full range of consumer needs by providing game-changing technical
innovations for sport, creating and driving trends in streetwear through our sports-inspired lifestyle
products, while ensuring constant product availability in the correct size and colour to the highest
quality standards.
•Innovation: We will continue to challenge the boundaries of functionality, performance and design by
leveraging our extensive R&D expertise within the Group and also by defining Open Source as a key
strategic choice. In addition, enhancing services for customers and consumers alike as well as imple-
menting improved internal processes are other areas where our organisation strives to innovate.
•
Focusing on sustainability: We are committed to further striking the balance between shareholder
interests and the needs and concerns of multiple other stakeholders, including our employees, the
people making our products and the environment. On our website we provide detailed information on
the steps we take to have a sustainable positive impact on society and the planet.
see Our People, p. 87
see Global Operations, p. 74
see Research and
Development, p. 80
www.adidas-group.com
see Sustainability, p. 94