Adidas 2003 Annual Report Download - page 66

Salomon /// AT SALOMON, OUR ORIGINS ARE IN WINTER SPORTS. WE ARE THE
WORLD’S MARKET LEADER IN TERMS OF SALES, PRODUCT INNOVATION AND RACING
RESULTS. TO BE BETTER SEASONALLY BALANCED, HOWEVER, WE HAVE DEVELOPED
OUR PRESENCE SIGNIFICANTLY BEYOND WINTER SPORTS OVER THE PAST FEW YEARS,
TAKING LEADING POSITIONS IN OUTDOOR FOOTWEAR, INLINE SKATING AND CYCLING
PRODUCTS. MORE RECENTLY WE HAVE EXPANDED OUR PORTFOLIO OF ACTIVITIES TO
INCLUDE SKATEBOARDING AND SURFING. WE BELIEVE THAT CONSUMERS ARE KEEN
TO DISCOVER NEW SENSATIONS AND NEW PLAYGROUNDS. AND THAT THEY ALL WANT
TO ACHIEVE GREAT THINGS. WE ALSO BELIEVE THAT ALL CONSUMERS DESERVE THE
VERY BEST IN RELIABILITY, COMFORT AND CONVENIENCE SO THAT THEY ONLY NEED TO
FOCUS ON ONE THING: ENJOYING SPORTS.
SALOMON: REINFORCING WINTER SPORTS LEADERSHIP AND DEVELOPING INTO SOFT
GOODS /// Salomon remains committed to delivering high-performance hardware, with
many innovations coming to market in 2004. These include the ski collections Streetracer®
and Scrambler™, featuring innovation such as multi-radius geometry, which makes it
easier for the skier to vary between long and short turns. Further, we will launch the
ERA
®
technology for snowboards, a construction which is capable of adapting to the specific
way a snowboarder rides. And for the first time we will introduce nordic skis, making us
acomplete supplier of all winter sports equipment. Our future growth, however, will be
driven by expanding our product offering in the Salomon soft goods categories. In 2004, we
will introduce advanced technologies in both footwear and apparel: the Ground Control
System™ for trail running footwear, co-developed with adidas, which provides maximum
dampening and control functions on uneven surfaces, and “smart shell” technology
in apparel, the ultimate combination of waterproofness, breathability, stretchability and
protection against extreme temperatures. Further, we will enlarge our target group by
serving consumers at a wider range of price points.
MAVIC-adidas CYCLING: CAPTURING SYNERGIES IN THE BIKE BUSINESS /// Mavic sets
the standard as the leading brand for high-end rims and wheels for mountain and road
racing bikes. In 2003, adidas cycling products were brought into the product unit, allowing
our Group to strategically position itself as an integrated supplier of both cycling hardware
and soft goods. With the first jointly marketed products scheduled to hit the market in
2004, we expect to drive continued growth of this unit.
BONFIRE: THE ULTIMATE IN SNOWBOARD APPAREL /// Bonfire focuses on creating highly
technical apparel for snowboarding. It is famous for its extremely waterproof and highly
breathable garments, with features designed specifically for snowboarding. In 2004, we will
introduce new high-end technical innovations and a comprehensive women’s range.
ARC’TERYX: THE REFERENCE IN TECHNICAL OUTDOOR APPAREL /// Arc’Teryx is the
reference brand in North America’s outdoor technical apparel market with a strong track
record of product innovation, including harnesses, performance backpacks and technical
outerwear and layering systems. Looking ahead, we will extend Arc’Teryx’s success by
continuously developing unique and innovative apparel products for the most demanding
outdoor sports enthusiasts.
CLICHÉ: SETTING TRENDS IN SKATEBOARDING /// Cliché is a leading European skate-
board company with strong
growth rates over the last several years. In 2004, our priority
will be to strengthen our international distribution network to ensure continued growth
in this high-potential category.
62 STRATEGY BRAND STRATEGIES
SALOMON /// ERA®158 SNOWBOARD