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For over 80 years the
has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, the
is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the adidas are available in virtually every country of the world. Our strategy is simple: continuously strengthen our brands and products to improve our competitive position and financial performance.
Footwear, apparel, and hardware such as bags and balls.
Footwear, apparel and hardware
Golf Equipment: metalwoods, irons putters, golf balls, footwear, apparel and accessories.
Activities of the company and its more than 80 subsidiaries are directed from the Group's headquarters in Herzogenaurach, Germany. Also located in Herzogenaurach are the strategic business units for Running, Soccer and Tennis as well as the Research and Development Center. Additional key corporate units are based in Portland, Oregon in the USA, the domicile of adidas America Inc. and home to the strategic business units Basketball, Adventure and Alternative Sports. Reebok Headquarters are located in Canton, Massachusetts. The strategic business unit Golf is based in California. The company also operates design studios and development departments at other locations around the world, corresponding to the related business activity.
adidas Sourcing Ltd., a fully-owned subsidiary headquartered in Hong Kong, is responsible for worldwide sourcing.
At June 30, 2006, the adidas employed 25,167 people.
Sport Is the Foundation of Everything We Do adidas was founded by a sportsman and an athlete. Adi Dassler spent his life trying to improve every athlete’s performance through the innovations and products he brought them. His passion helped make adidas an industry leader. Today, however, passion is not always enough. Change is constant in today’s marketplace. We’re living in a time when the once well-defined lines between sport, entertainment and music have blurred, if not disappeared. Today, it’s hard to tell where one stops and the other begins. adidas recognized this change, as well as the effect it was having on consumers. We knew that if we wanted to continue to inspire and attract our rapidly evolving and splintering consumer base, adidas needed a new and different brand strategy.
The divisional strategy has been developed to provide three distinct consumer segments with product and marketing concepts that fulfill their unique needs and desires. The three divisions are:
Sport Performance Division
Innovate to perform.
This division is completely focused on the athlete who demands performance first and style second. Every sport is important, but the main categories of running, football, basketball, as well as the women’s segment, are the primary focus in terms of both footwear and apparel.
Sport Heritage Division
This division looks to our past for inspiration and direction for the authentic and contemporary products of the future. These are footwear and apparel products that clearly have a foundation in sport but are meant for lifestyle and street wear.
Sport Style Division
The newest division is directed at the style and fashion conscious consumer who still desires the look and attitude of sport but in a new, more sophisticated interpretation. It is the foundation in sport that adidas and this consumer share that makes this division so exciting and full of potential for both footwear and apparel.
The Point of Difference
This divisional strategy is the key point of difference for our brand. It’s a totally unique way of expressing sport in all its forms: performance, on the street and in sportswear.
Three Divisions, One Brand
This is a strategy meant to evolve along with a constantly evolving market. Yet no matter how much the market or these divisions change, this strategy will remain meaningful and relevant as long as we are committed to the idea of one brand being meaningful to many consumers.
Impossible Is Nothing
This is the attitude adidas has toward everything it does. It is the attitude that has influenced and will continue to influence this brand strategy.
The Executive Board of adidas AG has decided to increase investment in the Reebok segment in 2007. This includes investments in advertising, new media, point-of-sale communication, product development and initiatives to grow the brand in emerging markets. Management believes this strategy will significantly strengthen Reebok’s medium- and long-term position in the marketplace. As a result, Reebok’s profit growth in 2007 will be lower than originally expected. Therefore, 2007 net income growth for the Group is now projected to approach 15% against the 2006 level. Originally, the Group had expected to grow net income by 20%.
The Group’s medium-term guidance remains unchanged. Detailed guidance for 2007 will be provided with the announcement of the Group’s 2006 Full Year Results on March 7, 2007.
Vision & Mission
TO BE THE LEADING SPORTS BRAND IN THE WORLD
Passion for sport. This is
We consistently bring our passion to every single sport, wherever and whenever it is played. Whether it's football in the park or the 100 meters at the Olympics - we have been there, we are there now, and we will always be there. Our dream is to bring our passion for sport, the athlete and the product, to anyone who comes into contact with adidas
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