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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.
from our roots in sport, the pure performer, through to todays style setters who have embraced sporting goods brands. To be successful across consumer segments, we acknowledge that a strategy of mass production or mass marketing is no longer sufficient. Only by identifying and understanding consumers buying habits, their fitness level, their motivations and goals for doing sport and their individual lifestyle, can we create meaningful products, services and experiences that build a lasting impression. In this respect, we have identified five key global trends which will be important to address with our brands and sub-brands over the duration of Route 2015: Fit for life: Sport is no longer just about competing and winning. Sport is becoming more embedded in consumers everyday lifestyles. Motivations and goals are becoming more holistic, relating to fun, socialising and quality of life. You are what you know and what you do: Society is embracing a life-long learning attitude, and placing more emphasis on what we know and do versus what we have and where we come from. Celebrating individuality: Consumers increasingly fulfil their desire to differentiate from one another by being more creative on the one hand mixing and matching products and services they need, and on the other hand seeking personalised offerings tailored for them. Together is better: There is an increasing need for meaningful social interaction, both online and offline, as consumers become more mobile, and the rise of digital technologies makes it easier for them to connect with like-minded people. Back to basics: For everyday life, products and services are desired to be simple and authentic, making consumers lives easier, rather than more complicated. There is a growing interest in outdoor activities, reflecting the desire to reconnect and be in tune with nature. To match these trends and fulfil consumer demands, Global Brands teams adhere to the following principles: Create the unexpected in terms of product and brand experience Create the highest emotional connection between our brands and the consumer Be prepared for the next generation, anticipating change Simplify to the maximum Show excellence in execution, being consistent in whatever we do, from idea creation to communication at the point of sale, and in the digital world
products for use in specific sports such as football, basketball and running. We then seek to leverage brand loyalty and strength in innovation in other categories. The other sub-brands, adidas Originals and Sport Style, strive to take the brands unique heritage and design leadership to capture further potential in sports lifestyle and fashion markets. Reebok, in contrast, is an American-inspired global brand, starting with fitness as the backbone for the brands global positioning. With Reebok, we aspire to make our consumers fit for life. Innovation at the brand is rooted in developing technologies and concepts that enable consumers to train at their best every day, whether they are running to keep fit, exercising in the gym or participating in other fitness activities. Reebok Classics leverages the fitness attitude and roots of the brand into the lifestyle segment. Reebok thus focuses in-between the two ends of the consumer spectrum. Through these differences in positioning, our brands are therefore not cannibalising each other in the market, but rather challenging and supporting each other as friendly competitors with different target groups in mind. Each brand and sub-brand is responsible for bringing its respective positioning to life, through the creation of products and communications that not only support the commercial functions in their day-to-day business activities, but also provide the platform and framework for long-term market share and profitability improvements. While adidas and Reebok each have unique identities, heritages, technologies, designs and reputations, the strategic principles and methods for driving future sales growth and profitability improvements are common to both. These include: Leadership in product innovation to excite and inspire the consumer Marketing and communication leadership Activation and validation via a relevant set of promotion partnerships Extending brand reach and appeal through strategic partnerships
sustaining and improving the brands gross margins, therefore making continuous innovation an important enabler for future profitability improvements.
The utilisation of promotion partners such as federations, teams, leagues, events and individuals is an important part of endorsing brand positioning, and an area to which the Group dedicates significant resources. This not only serves as a vehicle to showcase the credentials of adidas and Reebok products in the performance arena, but also to facilitate the extension of the adidas and Reebok brands in the sports-inspired lifestyle market. Both adidas and Reebok follow a partnership strategy geared to best reflect their respective positioning in the market. One of the guiding principles of adidas is to equip all athletes to achieve their impossible. As such, adidas brings its passion for great products to the biggest stages in the world with sponsorship agreements for the FIFA World Cup, the NBA, the European Rugby Cup and the upcoming London 2012 Olympic Games. In addition, adidas has an extensive roster of high-profile sports teams such as AC Milan, Chelsea FC, FC Bayern Munich and Real Madrid in football, the New Zealand All Blacks in rugby, American universities like UCLA and Notre Dame, as well as high-profile individuals such as three-time FIFA World Player of the Year Lionel Messi, football icon David Beckham, basketball stars Derrick Rose and Dwight Howard, marathon legend Haile Gebrselassie, athletic stars Yohan Blake and Tyson Gay and tennis stars Caroline Wozniacki and Andy Murray. To activate and validate its key concepts, Reebok is partnering with top womens and mens sport athletes in traditional sports, as well as new activities emerging in the sport of fitness. In Womens, Reebok is partnering with some of the worlds top womens fitness instructors renowned for their inspirational approach to fitness. In Mens, some of the most recognisable athletes support Reebok, including Peyton Manning, John Wall as well as Lewis Hamilton. In 2011, Reebok entered into a long-term sponsorship agreement for the CrossFit Games, in addition to sponsoring local and national events. Furthermore, the brand holds exclusive, long-term licensing agreements with the National Lacrosse League in North America, giving Reebok the exclusive rights to manufacture and market authentic and replica uniform jerseys as well as sideline apparel.
platinum music producer Swizz Beatz in 2011, collaborating on a wide range of creative content in the realms of dance, music, art and style.