GLOBAL BRANDS ROUTE 2015 - adidas Group

GLOBAL
BRANDS
ROUTE 2015

MARKET GROWTH POTENTIAL
2015
Branded Sporting Goods
Market Share 2015
14%
5%
4%
adidas SPD Reebok Originals / PD
€59 bn
(at wholesale)
Fashion
Market Share 2015
€125 bn
(at wholesale)
1 %
Originals | Y-3 / SLVR / NEO other

THE CONSUMER 2015
IS AT THE HEART OF EVERYTHING WE DO

(1) fit for life

(2) you are what you know and do

(3) celebrating individuality

(4) together is better
Where is everybody
and what are they
doing?
How can I connect
with people like me?
How can I share my
ideas?

(5) back to basics

ASPIRATIONS 2015
WE WANT TO GROW IN THE RIGHT WAY
BY BUILDING DESIRABLE
AND LEADING BRANDS

WE WANT TO GROW IN THE RIGHT WAY
HOW
1
2
3
4
5
Create the UNEXPECTED
Create the highest EMOTIONAL CONNECTION between
brands and consumers
Be prepared for the next generation – ANTICIPATE CHANGES
SIMPLIFY to the maximum
EXCELLENCE IN EXECUTION

BRAND
ARCHITECTURE
PORTFOLIO STRATEGY
8 % 14 % 22 % 14 % 26 % 10 % 6 %
PURE
PERFORMER
ATHLETIC
STYLITE
ATHLETIC
CLASSIC
BRAND
DRIVEN
SPORT
INSPIRED
STYLE
ADOPTER
COMPETITIVE SPORTS ACTIVE SPORTS CASUAL SPORTS SPORTS FASHION
12% 78% 10%
STYLE
SETTER

BRAND
ARCHITECTURE
BUSINESS REALITY AND
FRIENDLY COMPETITION
8 % 14 % 22 % 14 % 26 % 10 % 6 %
PURE
PERFORMER
ATHLETIC
STYLITE
ATHLETIC
CLASSIC
BRAND
DRIVEN
SPORT
INSPIRED
STYLE
ADOPTER
COMPETITIVE SPORTS ACTIVE SPORTS CASUAL SPORTS SPORTS FASHION
12% 78% 10%
STYLE
SETTER

BRAND
DIFFERENTIATION
adidas and Reebok
THE PERFORMANCE
BRAND & MULTI
SPORTS SPECIALIST
“FIT FOR
PERFORMANCE”
AMERICAN
SPORTS
FOOTBALL
RUNNING
FITNESS AND TRAINING
RUNNING
BASKETBALL
TENNIS
BASKETBALL
TENNIS
OLYMPIC
SPORTS
FITNESS AND TRAINING
CRICKET
HOCKEY
REGIONAL &
AMERICAN SPORTS
THE FITNESS
&
TRAINING BRAND
“FIT FOR LIFE”

A TRUE
GLOBAL
BRAND WITH
GERMAN
ROOTS
VISION
MISSION To be the leading sports brand
in the world
VALUES
ATTITUDE
SUB-BRANDS
POSITIONING
STATEMENT
Our passion for sport makes the
world a better place
Authentic, Passionate,
Innovative, Inspirational,
Committed, Honest
Impossible is Nothing
PLAY TO WIN CELEBRATE
ORIGINALITY
STYLE YOUR LIFE

SPORT
PERFORMANCE
ROUTE 2015
KEY STRATEGIES PLAY TO WIN

MAKING ATHLETES BETTER
THROUGH OWNING 5 KEY CONSUMER
BENEFITS
FASTER
COOLER
NATURAL SMARTER
STRONGER

STRATEGIC CATEGORY FOCUS
2015
FOOTBALL
OUTDOOR I US + REG. SPORTS I COURT I OLYMPICS
TRAINING / APPAREL
RUNNING
INNOVATIONS
ACCESSORIES
BASKETBALL
RUNNING VERSATILE
INNOVATE
AUTHENTICATE
INVEST
COMMERCIALIZE

SPORT PERFORMANCE
GROWTH CATEGORIES
FOOTBALL
BASKETBALL
RUNNING
• unchallenged brand leadership in Footwear and
Teamwear
• innovation leadership
• maximizing the brand’s core assets
• product innovation leadership by lightweight
and compression
• focus markets US & China and others
• leveraging NBA partnership
• continue to gain market share in performance
running with world class technologies
• transfer performance success to versatile
running – fusion of function and style

SPORT PERFORMANCE
GROWTH CATEGORIES
OUTDOOR
TRAINING
• “to be the most athletic outdoor brand”
• we have the product and authenticity
• leader in lightweight
• “preparing athletes to win”
•enable active athletes to be better
•inspire casual athletes to celebrate sport

SPORT PERFORMANCE
GROWTH CATEGORIES
INTERACTIVE
CUSTOMIZATION
• helping to make athletes better by their personal
miCoach
• extend platforms to gaming, mobile…to permanently
connect and interact with 25 million people
• personalize products – fit in stand out
• change how to create + sell products

adidas
ORIGINALS
ROUTE 2015
ORIGINAL SPORTSWEAR
CELEBRATE ORIGINALITY

THE ICONIC AND AUTHENTIC
SPORTSWEAR BRAND FOR THE STREET
WITH A CLEAR CONSUMER
FOCUS
16 - 24 YEARS
FROM THE
TRENDSETTER
TO THE
MAINSTREAM
KID
CONNECTING YOUTH CULTURE
FASHION
MUSIC
SPORT
ART

STRATEGIC DIRECTION
2015
SEGMENT
HIGH
MID
LOW
CREATE ONGOING BUZZ WITH STYLE SETTERS
EXPAND INTO NEW BUSINESS SEGMENTS
contemporary footwear / skate lifestyle / denim
LEVERAGE BRAND INVESTMENT IN VOLUME
SEGMENTS - adicolor / icons

adidas
SPORT STYLE
ROUTE 2015
FUTURE OF SPORTSWEAR
STYLE YOUR LIFE

MULTI-LABEL STRATEGY
LEVERAGE INVESTMENTS
Invest /Innovate
PIONEERING ENGINEERED LUXURY
Leverage /Expand
SMART
Commercialize /Activate
FRESH

THE FUTURE OF SPORTSWEAR
THROUGHOUT A MULTI-LABEL STRATEGY
WITH A CLEAR CONSUMER FOCUS:
12 - 19 YEARS
FOR THE
STYLE-ADOPTING
HIGHSCHOOL KID
24 - 36 YEARS
FOR THE
STYLISH
ON-THE-GO
INDIVIDUAL
24 - 36 YEARS
FOR THE OUTWARDLY-
CONFIDENT, FORWARD-
THINKING INDIVIDUAL
35+ YEARS
FOR THE
SOPHISTICATED,
ACTIVE MAN

KEY CATEGORIES
GROWTH OVERVIEW 2015
core strategies
� Expand Y-3 boutique distribution & franchise partnerships globally
� Enlarge speciality distribution for Porsche Design Sport
� Smart, versatile sport fashion – with German design aesthetics
� Develop sport fashion business model for key department stores
� Active, accessible, authentic casual sportswear
� Constantly expand product offer according to mainstream fashion trends

adidas
BRAND INVESTMENT
WE WILL EXCITE AND INSPIRE THE NEXT GENERATION
EXCITE AND
INSPIRE
MAKE
CONSUMERS
BETTER
ONE BRAND
ANTHEM
INSPIRE
TEENS
ONE-TO-ONE MARKETING
THE NEXT
GENERATION

adidas
(OBA MOOD VIDEO)
WE WILL EXCITE AND INSPIRE THE NEXT GENERATION

Reebok
AN
AMERICAN
INSPIRED
GLOBAL
BRAND
Fulfilling VISION Potential
VISION
Challenge MISSION and lead the fitness world through creativity
VALUES MISSION
Real, Courageous, Authentic,
Individualistic, Innovative, Empowering
ATTITUDE Fun + Fitness
CATEGORIES
WOMEN
VALUES
ATTITUDE
CATEGORIES
POSITIONING
STATEMENT
Fulfilling Potential
Challenge and lead the
fitness world through
creativity
Real, Courageous,
MEN CLASSICS AMERICAN
SPORTSWEAR
Fit for life
Fit for the street Authentic, Individualistic,
Innovative, Empowering
Fun + Fitness
MEN
WOMEN CLASSICS AMERICAN
SPORTSWEAR
Fit for life Fit for the street

KEY CONCEPTS
FITNESS AND TRAINING
5
• OWN TONING - establish and defend Ownership
• EXTEND TONING - into Running, Training, Basketball
• ESTABLISH EasyTone and TrainTone Apparel
• Make toning relevant for Men
•Establish ownership of conditioning / “energy“ category
•Expand ZigTech apparel
•Extend footwear and apparel into running and basketball, tennis
•Make ZigTech relevant for Women
•Create concept to support 3rd element of fitness: flexibility
•Promoting natural motion combined with reflexology (wellness concept)
•Strengthens the feet and stimulates enhancing sensory perception
•Develop ownable, iconic design features
•Launch footwear FW11 / apparel for SS12

OBJECTIVE 2015
Reebok is THE Fitness and Training Brand
• Create a sustainable brand experience for Reebok
that transcends today’s product concepts
• Introduce an aspirational and authentic platform that
expresses the Reebok fitness philosophy and
touches the consumer in all aspects of their fitness
lifestyle

Reebok
BRAND STRATEGY
FIT
Training
Running
Walking
Strength Conditioning Flexibility
OWN
FITNESS&
TRAINING
INVEST IN
CONSUMER
RELEVANT
INNOVATIONS
FOCUS ALL ELEMENTS OF
TOTAL FITNESS
FOR THE NEXT
GENERATION

Reebok
THE FITNESS EMPIRE
Kids program
Gyms
Content
Trainer/coach platform
Games / Events
Web platform
Fitness accessories

GLOBAL
BRANDS
GAME
CHANGING
GROWTH
PROJECTS
REEBOK
FITNESS EMPIRE
NEO
FAST FASHION
ADIDAS
RUNNING
BASKETBALL CUSTOMIZATION INTERACTIVITY

GLOBAL BRANDS 2015
POSITIONING AND GROWTH
€6.2 bn � €8.5 bn
€1.9 bn� €3.0 bn
€2.0 bn� €3.7 bn
12% 39% 39% 10%
PP AS AC BD SI SA SS
COMPETITION ACTIVE CASUAL
FASHION