Adidas 2000 Annual Report Download - page 22

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adidas ORIGINAL
Today’s consumers are seeking brands that are an extension
of their own personalities; that means brands they believe in.
Consumers make purchase decisions based on the values
associated with various brands. As a result, our challenge is
to provide consumers with an adidas experience which reflects
their own lifestyles and values. The Trefoil logo, which will ap
pear
on ORIGINAL products, embodies genuine, trustworthy,
honest and real values. Interestingly, the logo has been
adopted by underground consumer groups as a mark
of authenticity and street style, while it has at the same
time remained relevant to soccer fans and adidas’
traditional sports base. The ORIGINAL product offering
therefore provides adidas with a clear opportunity to
capitalize on the universal appeal and relevance of the Trefoil
logo and the adidas brand heritage.
For the first time, a global apparel and accessories range will be
offered to complement our strong success in footwear. Further,
a targeted global advertising campaign and communications
package will tell the authentic and exciting ORIGINAL story.
Once Innovative, Now Classic, Always Authentic
The legacy of Adi Dassler, his love of sports and his respect
for all athletes are the foundation of adidas’ positioning in the
global marketplace. We have a rich sports heritage, based
18
on our unique performance history that far exceeds that of any
of our competitors. Jesse Owens, Muhammad Ali and Franz
Beckenbauer all made history in adidas products. The Stan
Smith tennis shoe and the Marathon Trainer were unquestion-
ably the leading performance products of their days. And that
identity still resonates with consumers today.
The strength of these innovations and the timelessness of
their design have given Originals a unique and almost
mythical ability to transcend the lines ordinarily drawn
between consumer groups. The adidas ORIGINAL
division will extend that strength to apparel, drawing
on our deep sports heritage to introduce a line of
inspirational sportswear that addresses the needs and
values of the modern lifestyle consumer.
ORIGINAL Consumers
For the Fall/Winter 2001 launch of the ORIGINAL division, the
primary target will be style-setting and style-leading consumers.
These groups set the trends which are later picked up by the
mass market. Product offerings, particularly at the high end,
will be available in limited quantities and via a targeted distribu-
tion network. The demand created through this strategy will
ultimately create a larger volume opportunity at mainstream
distribution outlets in subsequent seasons.