Reebok 2015 Annual Report Download - page 67

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GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – adidas Strategy
WOMEN’S: ADDINGA NEW DIMENSION TO DRIVE GROWTH
Winning the female consumer is an imperative for the adidas brand and offers tremendous growth potential.
Women are active in all sports and dominate social media. Given the magnitude of the business opportunity,
in 2015, adidas built a cross-functional strategy for women’s. This was established to have a holistic view
of women, to set direction for creative, ranging, merchandising and marketing and to steer cross-category
planning.
adidas will relentlessly focus on five products: the bra, the tee, the tank, the tights and the running shoe.
These are the five products the brand will innovate against, with the aim to create the best the industry
has ever known in these five items. In addition to function, adidas will also bring style and design to the
offering through collaborations with top designers such as Stella McCartney. adidas also plans to bring
all of its women’s activities together into a women’s boutique, both digitally and physically, with the first
tests and iterations commencing in 2016.
MARKETING INVESTMENTS: MEAN MORE BY DOING LESS
adidas is focused on creating inspirational and innovative marketing capabilities that drive consumer
advocacy and build brand equity. The brand spends around half of its marketing investments on partnership
assets, with the remainder on brand marketing activities such as digital, advertising, point-of-sale and
grassroots activations. With its new strategy, adidas intends to decrease the ratio of marketing investments
spent on promotion partnerships by around five percentage points by 2020. In addition, adidas will
consolidate and focus resources to have the biggest effect on the creator and brand franchises. This will
be achieved by focusing on four priorities:
•Reason to believe: By harnessing the brand’s creator positioning, the emotion of sport and the power
of sport to change lives, adidas will communicate a reason to believe in the brand, letting the world
know what distinguishes adidas as a brand.
•
Reason to buy: The second priority is to harmonise and deliver globally consistent communication
around the brand’s key footwear franchises. By investing more money against fewer items, adidas will
strive to elevate its key franchises to iconic status, giving the consumer clear and compelling reasons
to buy the product.
04 ADIDAS ORIGINALS
YEEZY BOOST 350 SHOE
05 ADIDAS ORIGINALS
NMD SHOE