Reebok 2015 Annual Report Download - page 69

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GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – adidas Strategy
ROLE OF CATEGORIES
adidas has assigned each category a role and ambition until 2020, allowing the brand to exploit short- and
medium-term potential, while at the same time incubating and further developing long-term opportunities
for the brand. There are four overarching roles: Lead, Grow, Amplify and Authenticate.
Lead
•To lead in the sporting goods industry, we believe it is a must to lead in the world’s most popular sport,
football. As such, adidas aspires to be the number one football brand in every market by 2020. This will
be driven by focusing on winning the football creator in key cities as well as increasing investment in
the brand’s football footwear franchises on and off the field of play. In 2015, adidas began a full reset
of its football footwear business with the launch of the Ace and X franchises.
•adidas also strives for leadership in every market in Originals. Not only is adidas the original sports
brand, it also was the first brand to bring sport to the street. Brand credibility and heritage is an
important prerequisite to win the discerning streetwear hound consumer. These consumers are looking
for substance and craft and are inspired by stories and design. Growth in this category will be driven by
iconic products from the brand’s past such as the Stan Smith and Superstar as well as pioneering new
contemporary silhouettes inspired by elements from the past and the future, such as Tubular and NMD.
Grow
•The running category is adidas’ biggest growth opportunity across all genders and price points. The
brand’s goal is to double sales in the category by 2020. Many innovations in the sports industry start
in running. With groundbreaking innovation in materials such as Boost and pioneering new manufac-
turing processes being driven through Speedfactory, the timing is perfect for adidas to strike in this
category. To spur growth, amongst other things, adidas Running will significantly refine and evolve its
franchise strategy for the male and female athlete, increase its investment in running communities and
grassroots activations such as the Boston Runbase, as well as play a central role in driving the future
of digital in sport in cooperation with Runtastic.
•The second category where adidas is focused on driving significant market share gains is with adidas
neo. adidas neo targets a younger, more price-conscious consumer, particularly in the emerging
markets: the young fashionable teen. To ensure success, the adidas neo formula employs a ‘fast fashion’
business model. This means quick reaction to emerging trends through shorter lead times and excel-
lence in retail execution.
see Research and
Development, p. 80