Reebok 2015 Annual Report Download - page 87

GROUP MANAGEMENT REPORT – OUR GROUP
Research and Development
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•Female athlete innovation
As our women’s business is an integral part of ‘Creating the New’, we want to have a holistic view on the
female athlete. To achieve this, it is necessary to look at her as an integrated part of our business but
from a separate and unique angle. It is therefore important to address our female athlete across all four
aforementioned pillars but separately.
PureBOOST X: adidas has teamed up with female athletes from around the world to create the PureBOOST X,
a running shoe made for women. While most running shoes are adaptations of male shoes, the PureBOOST X
was designed with only the female athlete in mind, resulting in a ‘high performance meets high fashion’
running shoe for women. The PureBOOST X is a product of innovation and style to meet the demands of
today’s female athlete.
Stella McCartney cooperation: Launched in 2005, adidas by Stella McCartney was the first functional sports
performance range for women designed by a luxury fashion designer. Offering a combination of technical
performance and style, the range includes apparel, footwear and accessories. Following on from the
success of the adidas by Stella McCartney collections, and designed to target a younger female audience,
the first adidas StellaSport collection was launched in January 2015. The range combines sport and style
with bold branding, colours and prints designed for the age group.
SUCCESSFULCOMMERCIALISATION OF INNOVATIONS
We believe developing industry-leading technologies and user experiences is only one aspect of being an
innovation leader. Equally important is the successful commercialisation of those technological innovations.
The awards we attained in 2015 confirm our continuous efforts to become the technology leader in the
sporting goods industry.
As in prior years, the majority of adidas Group sales were generated with products newly introduced in the
course of 2015. New products tend to have a higher gross margin compared to products which have been in
the market for more than one season. As a result, newly launched products contributed over-proportionately
to the Group’s net income in 2015. We expect this development to continue in 2016 as we will present a
wide range of new, innovative products.
see Table 01
see Subsequent Events
and Outlook, p. 148
012015 MAJOR AWARDS
Brand Business Unit/Category Product/Campaign Award
adidas Football Battlepack shoe collection SpinAward 2015 – Silver, Design
adidas Football #ThereWillBeHaters campaign Cannes Cyber Lion 2015 – Bronze, Integrated Multi-Platform Campaign
adidas Football #ThereWillBeHaters campaign APG Creative Strategy Award – Silver
adidas Originals Originals Yeezy Boost 350 shoe Highsnobiety Crown 2015 – #1 Best Sneaker
adidas Originals Originals Yeezy Boost 750 shoe Highsnobiety Crown 2015 – #3 Best Sneaker
adidas Originals Originals Yeezy Boost shoe Footwear News Achievement Award 2015 – Shoe of the Year
adidas Running UltraBOOST running shoe complex.com – The Best Sneakers of 2015
adidas Running adizero Boston running shoe Runner’s World (US) – Best Update 2015
adidas Running Response TR running shoe Trail Running Magazine (UK) – Editor’s Choice 2015
adidas Running UltraBOOST triple white running shoe Highsnobiety Crown 2015 – #2 Best Sneaker
adidas Outdoor terrex Agravic Down outdoor jacket Outdoor Industry Award – Gold
adidas Outdoor terrex Agravic trailrunning shoe Outdoor Industry Award – Winner
adidas Outdoor terrex Skyclimb outdoor top Pertex Polartec APEX award
Reebok Training CrossFit Nano 5.0 training shoe Men's Fitness – Best CrossFit shoe
Reebok Reebok Be More Human campaign ISPO Award Communication – Gold
Reebok Running All Terrain Super 2.0 running shoe Mudrunguide.com, Obstacle Course Racing Industry – Best New Product
Reebok Running Reebok One Guide 3.0 running shoe Women’s Running Magazine – Sole Mate Award
TaylorMade Golf R15 driver Golf Digest Hot List 2015