Reebok 2015 Annual Report Download - page 70

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66
2
GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – adidas Strategy
Amplify
•The training category is adidas’ largest category and is also the apparel engine of the brand. Led by
cutting-edge innovation in fabrics and materials, adidas is aiming to significantly increase its apparel
footprint under two pillars – Training, which provides products for training as a vertical sport as well
as for specific sports, and Athletics, which is geared to capturing the sports mindset of every athlete
off the pitch. As a result of the high visibility of its products in all markets, this category plays a central
role in amplifying the brand message and DNA.
Authenticate
•
To be the best sports brand in the world, adidas needs to be true to sports on a local level. As such, adidas
will continue to offer a wide range of sports and sports activities such as outdoor, American football,
rugby, tennis, baseball, handball, volleyball, swimming, cycling and boxing. To maximise impact and
resources, in key markets and cities, adidas will prioritise those sports that are most significant in terms
of local culture, participation and national pride. At the same time, adidas will use online channels and
third-party distributors to ensure that consumers of any sport the brand serves can access its best-in-
class products, thus maximising growth and providing avenues for future expansion.
08ROLE OF CATEGORIES
Focus Categories
LEAD
#1 in every market
GROW
Dramatic market
share gains
AMPLIFY
Largest business
in every market
AUTHENTICATE
Regional players/
growth business
Football
Originals
Running
neo
Training Basketball
Heartbeat Sports
Digital
Outdoor