Adidas 2000 Annual Report Download - page 26

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22
Salomon
As we mentioned earlier, the consumer of today is changing.
New sports have emerged which hardly existed 10 years ago.
Salomon’s goal is to provide cutting-edge products for “Freedom
Action Sports” enthusiasts around the world. Freedom Action
Sports is our name for the individual, “no-rules” sports that are
based on unrestricted sensation, style and adventure. Founded
in 1950 as a ski brand, Salomon has evolved as the market-
place has changed. In the 1990s, it extended this definition to
include all mountain sports. Salomon is now the undisputed
leader in winter sports. And, in the last four years, it redefined
itself again as The Freedom Action Sports brand, and is now a
market leader in hiking, snowboarding and inline skates.
Salomon Consumers and Products
Our goal is to be inspirational to young consumers. Our focus
is clearly on consumers who are inspired by a multi-sport
environment, lifestyle and new media.
Our market position and credibility begins with hardware.
Continuous innovation and a commitment to performance
products are essential. When we have been successful here,
Salomon then expands its category growth into footwear and
apparel. In 2001, we will introduce our first apparel collection.
This will allow us to leverage many of the strengths of the adi-
das-Salomon Group.
Other important new categories to be developed at Salomon
are surfing and skateboarding. These are two markets with
huge impact on youth today and our opportunities here are
significant.
Salomon Communication
The basis of our communication is through the performance
of world-class athletes. Our products are endorsed by male
and female world champions in every sport in which we sell
products. This was clearly demonstrated at the 2001 skiing
World Championships in Austria where Salomon was the top
performance supplier, capturing three gold, three silver and
two bronze medals.
Our communication also includes support for the evolution of
all sports in which we are involved. As an example, three years
ago we launched the X-Adventure event, innovative in the sense
that it mixed a variety of outdoor sports in a unique way. This
event was so successful that it has now become the World
Cup of adventure racing.
Another exciting initiative is the rapid development of Salomon
stations, which showcase our products and provide a full
sports experience to Freedom Action Sports enthusiasts. We
now have more than 20 Salomon stations around the world
and we will continue to expand the concept. We also recently
created a new event called the Snow Games which we plan
to expand significantly. In order to maximize the impact of all
these grass roots activities, we strive for strong involvement in
image development with top film production, television and
video games partners.
And lastly, we seek to integrate our web sites, Salomon stations
and grass roots activities in a complete package offering our
customers the kind of information, experience and service they
expect.
Salomon and Mavic