Strategies of Adidas
Strategies of ADIDAS
Global Brands is responsible for all the product and marketing functions and long-term development of the adidas and Reebok brands.
The primary objective of this portfolio strategy is to ensure that our brands seize market and category opportunities through well-defined and coordinated go-to-market strategies. Each brand is responsible for the execution of its strategic focus by creating a constant stream of innovative and inspiring products and generating communication strategies that represent each brand and category in an engaging and compelling way.
Driving the long-term development of adidas and Reebok
To secure long-term sustainable growth for the Group, Global Brands is focused on driving the development of the adidas and Reebok brands. The overall strategic goal is to achieve qualitative, sustainable growth by building desirable brands in customers’ and consumers’ perception. Global Brands played a central role in the creation of Route 2015, the adidas Group’s five-year strategic business plan that was unveiled in 2010. The adidas and Reebok brands are expected to deliver 90% of the targeted growth for the Group in this period.
Areas within adidas and Reebok that were identified as key contributors and game changers for the adidas Group include: – Gaining sales and market share in the key global categories running and basketball with adidas Sport Performance – Expanding adidas Sport Style into fast fashion with the adidas NEO label – Establishing Reebok as the leading fitness brand – Leading the industry in the fields of customisation and interactivity across categories
In addition, Global Brands is also playing a key role in our Driving Route 2015 programme, which is focused on speed, consistency and consumer focus. Among other things, we are striving to present adidas and Reebok in a more consistent way around the world in terms of ranges and pricing. In the long term, this should lead to range size efficiencies and gross
Global Brands is responsible for all the product and marketing functions and long-term development of the adidas and Reebok brands.
The primary objective of this portfolio strategy is to ensure that our brands seize market and category opportunities through well-defined and coordinated go-to-market strategies. Each brand is responsible for the execution of its strategic focus by creating a constant stream of innovative and inspiring products and generating communication strategies that represent each brand and category in an engaging and compelling way.
Driving the long-term development of adidas and Reebok
To secure long-term sustainable growth for the Group, Global Brands is focused on driving the development of the adidas and Reebok brands. The overall strategic goal is to achieve qualitative, sustainable growth by building desirable brands in customers’ and consumers’ perception. Global Brands played a central role in the creation of Route 2015, the adidas Group’s five-year strategic business plan that was unveiled in 2010. The adidas and Reebok brands are expected to deliver 90% of the targeted growth for the Group in this period.
Areas within adidas and Reebok that were identified as key contributors and game changers for the adidas Group include: – Gaining sales and market share in the key global categories running and basketball with adidas Sport Performance – Expanding adidas Sport Style into fast fashion with the adidas NEO label – Establishing Reebok as the leading fitness brand – Leading the industry in the fields of customisation and interactivity across categories
In addition, Global Brands is also playing a key role in our Driving Route 2015 programme, which is focused on speed, consistency and consumer focus. Among other things, we are striving to present adidas and Reebok in a more consistent way around the world in terms of ranges and pricing. In the long term, this should lead to range size efficiencies and gross