Adidas 2001 Annual Report Download - page 24

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19
high-image pieces to top-end consumers. At the
same time, the brand will aggressively build up the
lifestyle apparel and accessories business, targeting
new distribution channels and working with the
best of adidas’ established retail partners.
Originals Stores in Key Metropoles
To underscore the unique product placement that
adidas believes is essential to maximizing the potential
of adidas Originals with relevant lifestyle consumers,
adidas Originals stores were opened in Berlin and
Tokyo in 2001. These venues provide the ideal stage
for the Originals concept at retail and allow the
brand to initiate new trends through direct contact
with consumers. An additional store is planned to
open in the United States in 2002.
Equipment
The world of sports and athletes has changed a lot
in the past decade. Aesthetics plays a much more
significant role in sports and with athletes than it did
in the past. Today, sport is not only about winning
and losing but also about entertainment and fashion.
Making Products More Meaningful
Lifestyle and fashion influences can no longer
be ignored when it comes to sport. Athletes have
become more stylish and that has strong impacts
on adidas’ consumer base. adidas Equipment will
target 25- to 40-year-old working professionals
who understand and appreciate sport. Innovations
in design mean a lot to them because their life-
styles are sophisticated and demanding. Product
quality is an important buying parameter, therefore
branded products rank high. To meet the needs of
this demanding and quickly growing segment, adidas
Equipment will pre-launch a unique line of premium
footwear and apparel in Fall/Winter 2002.
Adding a New Dimension
adidas Equipment will give brand adidas a new
dimension in image and push the brand into an
exciting premium segment. The adidas Equipment
product range combines sport demands and feel
with cutting-edge aesthetic design. Motion is the
connection between all these products, a theme
interpreted in all categories. The division’s primary
focus will be on footwear. Designs will be subtle and
products will be targeted for both “on and off the
court” use by consumers. To build a premium label,
adidas will invest in a fully-integrated marketing
program to be launched in Spring 2003. The tool-
box of marketing instruments will consist of public
relations, print and multimedia activities that will
support the division.
Brand Strategies
adidas Equipment:
A New Dimension in Design