Adidas 2001 Annual Report Download - page 20

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Marketing ClimaCoolTM
The ClimaCoolTM launch will be supported by a global
integrated marketing plan, including television, print
and outdoor advertising, internet, point-of-sale and
local product launches in markets around the world.
Initially offered in four footwear categories (running,
basketball, tennis and training), Spring/Summer 2002
is only the beginning for ClimaCoolTM. Apparel and
additional footwear categories will follow in Fall
2002. Other categories will be integrated into the
ClimaCoolTM family in future seasons.
The Three Benefits of a3
a3(pronounced a-cubed) is a unique energy
management system that is sport-specific and delivers
multiple benefits to the consumer. a3cushions, guides
and drives an athlete’s foot through each stride. It dis-
sipates harmful impact forces, steers the foot through
a neutral, biomechanically correct footstrike, stabilizes
and protects the foot from overpronation and provides
an efficient transition from the rearfoot to the forefoot.
a3will be a cornerstone of future adidas technology
and will significantly raise the brand’s performance
credibility. In the coming years, adidas plans to evolve
and improve a3, integrating it into many other foot-
wear categories.
Running Marathons with a3
a3is being introduced to runners in April 2002,
and launched at selected adidas Marathon Series
events in Boston, London, Paris, Rotterdam, Madrid
and Prague. The Spring/Summer product will be
communicated largely through print media, events,
a global internet site, point-of-sale materials and
public relations activities. The launch of a3in April
2002 is only the beginning. Later in the year, adidas
will launch an a3basketball shoe with a major NBA
player’s endorsement. This partnership will be a
long-term one, mirroring the technology’s evolution
and improvement from season to season.
15
a3/Running
ClimaCool
TM
ClimaCool
TM
Brand Strategies