In 2010, Football will concentrate on leveraging its strong product pipeline with the goal of achieving new record sales of above € 1.3 billion in the category. The 2010 FIFA World Cup™ will serve as a focal point for showcasing the brand’s key initiatives. These includes major updates to all three primary football footwear product lines (PREDATOR®, F50, adiPURETM), the introduction of new federation jerseys now ranging in two different forms (classical jersey and body-fitting jersey featuring TECHFIT™), and the official match ball JABULANI. From a marketing perspective, the brand will continue to build on the “EVERY TEAM NEEDS …” campaign established in 2009.
Running: building credibility with high-performance athletes
Running continues to be one of adidas’ highest category priorities and is critical to the brand’s success moving forward.
The brand’s philosophy is to inspire and enable runners on all levels, with the aim to be the most trusted and desired runners’ brand in the world. First and foremost, adidas focuses on building credibility with the high-performance athlete and high-frequency health and fitness runners. This credibility provides a strong foundation to leverage the broader opportunity in the Running category, the casual runner and the young everyday runner where adidas has significant market share opportunities.
To achieve growth and market share increases in this category, in 2010 Running will put in place a three-year product and campaign plan revolving around how adidas can “Make Me Better”. This means helping runners to be faster and stronger by creating innovative solutions that offer individualised motion, climate management and interactivity.
adiSTAR® and Supernova™ offerings will be the lead franchises for core runners with an increased emphasis on building share at specialty and sporting goods stores. In addition, adidas Running will continue its drive to be a key player in the personalised running market with further advances to its miCoach platform which will be included in the key marketing campaign for 2010, “Run Yourself Better”.
Training: creating new consumer experiences
At adidas, Training is the biggest category for both men and women. Training supports the preparation needs of serious athletes across all sports disciplines and is the industry’s largest apparel category. Its positioning is driven by adidas’ desire to support athletes to be “fit to win”. To achieve this goal, Training develops proprietary technologies and commercialises innovations for sport-specific categories to meet the needs of the everyday athlete. For example, in 2009, Training continued to expand athlete usage of its industry-leading TECHFIT™ PowerWEB™ concept, expanding the offering into new sports categories (e.g. basketball), and widening its commercially expanding executions at lower price points.