Reebok 2015 Annual Report Download - page 62

GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy
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Open Source
Open Source is a new mindset with regard to collaboration, inviting athletes, consumers and partners to
become part of the adidas Group. We aim to open our doors to creative thinkers and creators, who influence
the future of sport and culture through a collaborative approach and mindset. Defining Open Source as a
strategic priority means that we intend to:
•Provide access for externals to tools and resources we use to create (e.g. materials, factories, data,
experts, athletes, social platforms, business models).
•Acquire creative capital, as new insights, skills, competencies and specialised knowledge sometimes
requires extensive resources to build. Collaborating allows us to get external know-how without the
expensive overhead investment.
•
Strengthen the consumer’s perception of our brands as innovative leaders in sport. We therefore intend
to give our consumers access to the progress of our projects and creation processes.
We have defined three strategic initiatives for Open Source:
•Creative collaborations: Creative collaborations are targeted to increase our creative capital through
new tools, new environments and new perspectives from outside creative thinkers. This will be brought
to life through initiatives such as our design studios, so-called ‘Creator Farms’, e.g. in New York City,
where we will open doors in 2016 to fuel innovation in sports in a constant way, outside our own seasonal
product creation calendars.
•Athlete collaborations: The strategic initiatives of athlete collaborations aim to build communities of
athletes that help shape the future of their sport with us, such as our digital space projects, which will
allow experiencing the stories of our brands and becoming part of our sport influencer community
(e.g. newsrooms).
•Partner collaborations: The strategic initiatives in the area of partner collaborations intend to open up
our knowledge of sport to collaborate with the best partners in other fields and exchange core compe-
tencies to create unique value for our brands. The consumer touchpoints in this field include sport,
entertainment experience, manufacturing and sustainability as well as sport health and monitoring.
Our partnership with Parley for the Oceans serves as a prime example.
Our 2020 targets for Open Source: With Open Source, our 2020 goal is to embed external creative capital in
our processes to extend our possibilities in creating the future of sport. In the initial phase of Open Source
until 2017, we have identified two key targets. The first is to drive brand heat and advocacy by inviting
consumers to become part of our creative culture. By the end of 2017, our goal is that 30% of shared
content on our brands through social media and other channels is user-generated content. Our second
target is to grow the number of users in our digital ecosystem to over 250 million. This will ensure we are
at the pulse of the consumer journey at key moments and touchpoints in their lives. By using the insights
we will generate from these sources, we will craft better products and services for our consumers, driving
increases in Net Promoter Score and market share.