Majority rules( Adidas Global Vision).

Global Brands Strategy

Global Brands is responsible for all the 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 with their target consumers.

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 consumers’ and customers’ perception. In 2010, Global Brands played a central role in the creation of Route 2015, the adidas Group’s five-year strategic business plan. The adidas and Reebok brands are expected to deliver 90% of the targeted growth for the Group in that 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 adidas NEO
• Establishing Reebok as the leading fitness and training brand
• Leading the industry in the fields of customisation and interactivity across categories.