Adidas 2001 Annual Report Download - page 19

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14 Brand Strategies
Evidence of Top Technology and Design
In all its product categories, Forever Sport targets
athletes seeking functional and stylish products at
every level of competition. Meeting the full scope of
athletes’ needs is crucial to adidas’ success. Forever
Sport products aim to be both highly functional and
visually appealing. In this division, adidas is committed
to introducing at least one new footwear technology
or a major evolution of an existing technology every
year. In 2002, adidas is releasing two new footwear
technologies, ClimaCool™ and a3, as evidence of its
commitment to delivering cutting-edge technology
to the market.
Improved Product Positioning
adidas strives to have its product offering available
in a wide variety of venues to make its products
accessible to all relevant consumer groups. One
important success story in 2001 was adidas’
cooperation with prominent Japanese designer,
Yohji Yamamoto. For Yamamoto, adidas embodies
the values of craftsmanship, honesty and authenticity
that he seeks to express in his designs. The evidence
of this successful partnership can be found on the
catwalks in Paris and in the world’s leading fashion
magazines. In 2002 and beyond, adidas-Salomon
will continue to extend adidas visibility in both
traditional and non-traditional venues.
Global Brand Concepts for 2002
Global brand concepts are used at adidas to unite
marketing messages around key products and events.
These brand concepts utilize the full range of adidas
communication tools in integrated and innovative
marketing packages that heighten brand recognition
and enhance the brand’s profile globally. The four
brand concepts for 2002 are: ClimaCoolTM, a3, the
2002 FIFA World Cup™ and KOBE.
Feel the Breeze with ClimaCoolTM
ClimaCoolTM is the new adidas technology designed
to keep feet cooler and drier. It combines maximum
functionality through a unique 360° ventilation
system with progressive and stylish design. Each
part of the shoe “breathes”, combining moisture
management and maximum ventilation. The result
is a shoe that helps the foot maintain its optimal
temperature. With a new and highly visible
technology, ClimaCool™ will be a cornerstone
of the adidas Forever Sport Division in 2002 and
beyond.
Yohji Yamamoto Model