Adidas 2000 Annual Report Download - page 17

Download and view the complete annual report

Please find page 17 of the 2000 Adidas annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 114

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114

adidas-Salomon ANNUAL REPORT 2000
13
Strategy
To improve our brand impact on new and existing consumer
groups, adidas, Salomon, TaylorMade-adidas Golf and Mavic
must define and project distinct and cohesive product images.
These images must be sharp, active and in sync with the
heritage of these brand identities. Our organization and supply
chain are changing too, to ensure that we can move beyond
the traditional way of developing, positioning and marketing our
brands and products. To accomplish these goals:
The adidas brand will be strategically repositioned to increase
its impact on consumers.
The strengths of Salomon, TaylorMade-adidas Golf and Mavic
will be leveraged further.
Brand initiatives will be backed up with the new supply chain
initiatives to maximize bottom-line impact.
adidas
Strengthening the adidas brand is at the core of our new
strategy. In 2000, the adidas brand contributed over 80% of
our total sales and profits. The majority of Group products and
employees are focused on adidas. Thus its performance is
critical to the organization’s long-term success. Our goal is to
refocus and reposition the adidas brand to fully exploit its
market potential.
For adidas, this means moving away from the traditional industry-
segregated footwear, apparel and hardware divisions and
strategies. Going forward, the focus will be to integrate all of
these products into three specific consumer-group targeted
divisions: FOREVER SPORT, ORIGINAL and EQUIPMENT.
These divisions will create greater market penetration among
athletes, sports enthusiasts and lifestyle consumers.