Reebok 2015 Annual Report Download - page 89

GROUP MANAGEMENT REPORT – OUR GROUP
Research and Development
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Terrex Boost Outdoor: The combination of Terrex and Boost has proved to be successful, with extremely
positive signals from the market. In particular, the new terrex Agravic trail running shoe won the Outdoor
Industry Award 2015. This shoe features a Continental rubber outsole for excellent grip on dry and wet
surfaces and the innovative Boost cushioning.
•NMD: With the launch of NMD, adidas Originals introduced a product inspired by the past but looking
forward to the future. This new shoe is a mix of iconic adidas Originals concepts and breakthrough
technology of today, such as Boost and Primeknit. NMD was created thanks to the inspiration given by
the archives of successful adidas styles of the past, such as the Micropacer, the Rising Star and the
Boston Super.
REEBOK INTRODUCES NEW TECHNOLOGY PLATFORMS
In 2015, Reebok’s latest products continued to generate the majority of Reebok’s sales, with 73% of footwear
sales coming from products launched in 2015 (2014: 73%). Only 14% of footwear product sales relate to
products introduced three or more years ago (2014: 15%).
In 2015, Reebok presented several key product introductions. Some of the highlights included:
•CrossFit Nano 5.0 training: In 2015, Reebok celebrated its five-year partnership with CrossFit with the
launch of the CrossFit Nano 5.0. This ultimate training shoe was developed by Reebok in association with
the CrossFit community and saw the introduction of Kevlar as one of the materials used, to guarantee
protection and durability even for the toughest workout of the day.
•ZPump Fusion: Through ZPump Fusion, Reebok revolutionised its iconic Pump technology into a state-
of-the-art running shoe. This new footwear concept includes an air-filled cage, inflatable through the
Pump button that surrounds and moulds to any foot, providing a locked-in custom fit as never before.
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UFC fight kit: In June 2015, Reebok together with the UFC, the world’s premier mixed martial arts
organisation, launched the first UFC fight kit. This gear was built and designed specifically for mixed
martial arts athletes. It features innovations that support strength, speed and flexibility, while allowing
each athlete to prominently display their names and country.
INNOVATION AN IMPORTANT FACTOR FOR TAYLORMADE-ADIDAS GOLF
At TaylorMade-adidas Golf, current products (i.e. products launched in the last 18 months, which is the
typical product life cycle in golf) represented 80% of total hardware sales in 2015 (2014: 66%). Products
that had been brought to market three or more years ago accounted for 7% of sales in 2015 (2014: 7%).
Despite ongoing challenges in the golf industry, TaylorMade-adidas Golf retained its status as the world’s
leading golf company in 2015, with market leadership in key categories such as metalwoods. However, in
light of the restructuring programme the company is currently undergoing, Management decided to shift
to longer product launch cycles and reduce the overall number of new product introductions compared
to previous years.
Among the highlight product launches in 2015 were:
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M1: In 2015, TaylorMade unveiled the first ‘unmetalwood’ family in its history. With M1, TaylorMade
created a line of drivers, fairways and rescue clubs, designed to improve golfers’ performance in ball
speed, forgiveness and distance. Furthermore, these new clubs guarantee a new level of performance
to players of all skill thanks to their multi-material construction.
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R15 driver: TaylorMade enriched its technologically advanced R-Series in 2015 with the launch of the R15
driver. This new driver is longer, more forgiving and more adjustable. In addition, the R15 features other
R-Series technological pillars such as Inverted Cone Technology, Adjustable Lofts and Moveable Weights.
•Asym Energy Boost: The Asym Energy Boost from adidas Golf is the first fully asymmetrical golf shoe.
The uniquely built left and right shoes guide weight transfer, stability and power through the swing
and include the revolutionary Boost cushioning and advanced technologies to support athletes on the
golf course.