Reebok 2015 Annual Report Download - page 68

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GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – adidas Strategy
•Locker room: The locker room is where loyalty is built and earned. adidas defines the locker room as
those places where athletes are fully immersed in their sport with peers and friends. It’s the football
cage, the run base or the street court. Until 2020, adidas will therefore significantly step up its grass-
roots and local activation efforts, led by initiatives in key cities.
•Communities: Digital leadership will play a critical role in driving the Group’s 2020 strategy, and adidas
has the ambitious goal to grow its social community to over 250 million by 2017. To increase speed,
bring greater consistency and drive higher levels of brand activation online, adidas has established
eight digital newsrooms around the globe. This allows the brand to coordinate its online presence
24 hours a day as well as leverage and magnify key brand initiatives throughout the year. In addition,
adidas will also invest in app-based digital sports platforms organically and through partnering, to
further increase its community presence. The Group’s acquisition of Runtastic in 2015 brought adidas
access to over 80 million users.
In terms of partnership assets, while reducing the ratio of marketing spend and number of partnerships,
adidas will nonetheless continue to bring its products to the biggest stages in the world through:
•Events: such as the FIFA World Cup, the UEFA EURO, the UEFA Champions League, the NHL and the
Boston Marathon.
•
High-profile teams: such as the national federations of Germany, Spain, Argentina, Russia, Mexico,
Colombia, Belgium and Japan, as well as top clubs such as Manchester United, Real Madrid, AC Milan,
FC Bayern Munich, Juventus, Flamengo and Chelsea in football, the New Zealand All Blacks and France
in rugby, and American universities such as Miami, Arizona State and UCLA.
•
High-profile individuals: such as football stars Lionel Messi, Gareth Bale, Mesut Özil and James
Rodríguez, basketball stars James Harden, Derrick Rose and Damian Lillard, marathon record holder
Dennis Kimetto, American football players Aaron Rodgers and Von Miller, and tennis stars Caroline
Wozniacki and Angelique Kerber.
In addition, adidas also has a number of strategic partnerships and collaborations with top designers and
design studios, such as with Yohji Yamamoto, Stella McCartney, Raf Simons and Rick Owens. The brand
also has similar relationships with many of the most creative personalities from across the entertainment
industry, including Kanye West, Pharrell Williams and Rita Ora.
06 ADIDAS
SPORT 16 – ‘I’M HERE TO CREATE’ BRAND CAMPAIGN
07 ADIDAS
SPORT 15 – ‘CREATORS NEVER FOLLOW’ BRAND CAMPAIGN