Reebok 2015 Annual Report Download - page 66

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62
2
GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – adidas Strategy
•NPS introduced as key KPI: To drive its consumer-obsessed ambition in a measurable and objective
manner, for the first time in 2015, adidas included a key KPI of its brand advocacy programme, the
Net Promoter Score (NPS), in its employee incentive system. Investing in and rolling out a global NPS
ecosystem, top down and bottom up, is one of the key change pillars of Creating the New for driving
better execution at a consumer level across the brand’s touchpoints.
FOOTWEAR FRANCHISES: BUILDINGTHE BRAND FROM THE FEET UP
We are convinced that footwear has the highest influence on brand perception and, more importantly, on
innovation, on creativity and on design confidence. Footwear is also the best driver of Net Promoter Score,
which in turn correlates directly into purchase intent and potential to grow market share. Therefore, until
2020, adidas is placing a higher emphasis in terms of investment and resources into footwear. In addition,
adidas also has a clear strategy to reduce the number of footwear models, putting a stronger focus on a
few key franchises that can really make a difference for the brand.
Footwear franchises are defined as long-term concepts that adidas commits to for a multi-year period. The
goal of franchises is not only to shape sport, but also to influence culture. They are built to create trends,
not follow. They are targeted directly at the creator through iconic features, stories and function, and have
the potential to be iterated and expanded over time. The mix of franchises is expected to be representative
of the brand’s annual category priorities, and their life cycles will be carefully managed, to ensure longevity
and make sure they are not overheated.
In addition, franchises will be prioritised throughout the value chain, highly leveraging and benefiting from
the Group’s strategic choices of Speed, Cities and Open Source. By 2017, adidas expects its top franchises
to represent at least a 30% share of the footwear business. In 2016, key adidas franchises will include a
blend of past icons such as the Stan Smith and Superstar as well as future icons such as the UltraBOOST,
PureBOOST X, Ace and NMD.
see Internal Group Management
System, p. 102
02 ADIDAS SPORT PERFORMANCE
PUREBOOST X RUNNING SHOE
03 ADIDAS SPORT PERFORMANCE
X ANDACE FOOTBALL BOOTS