GLOBAL BRANDS ROUTE 2015

Transcription

1 GLOBAL BRANDS ROUTE 2015

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

3 THE CONSUMER 2015 IS AT THE HEART OF EVERYTHING WE DO

4 (1) fit for life

5 (2) you are what you know and do

6 (3) celebrating individuality

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

8 (5) back to basics

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

10 WE WANT TO GROW IN THE RIGHT WAY HOW 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

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

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

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

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

15 SPORT PERFORMANCE ROUTE 2015 KEY STRATEGIES PLAY TO WIN

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

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

18 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

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

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

21 adidas ORIGINALS ROUTE 2015 ORIGINAL SPORTSWEAR CELEBRATE ORIGINALITY

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

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

24 adidas SPORT STYLE ROUTE 2015 FUTURE OF SPORTSWEAR STYLE YOUR LIFE

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

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

27 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

28 adidas BRAND INVESTMENT WE WILL EXCITE AND INSPIRE THE NEXT GENERATION ONE BRAND ANTHEM EXCITE AND INSPIRE MAKE CONSU M BETTE ERS R INSPIRSE TEEN ONE-TO-ONE MARKETING THE NEXT GENERATION

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

30 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 Fulfilling Potential Challenge and lead the fitness world through creativity Real, Courageous, MEN CLASSICS AMERICAN SPORTSWEAR Fit for life Fit for street Authentic, Individualistic, Innovative, Empowering Fun + Fitness CATEGORIES MEN WOMEN CLASSICS AMERICAN SPORTSWEAR POSITIONING STATEMENT Fit for life Fit for the street

31 KEY CONCEPTS FITNESS AND TRAINING 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 5 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

32 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

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

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

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

36 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