R&D activities at Reebok focus on comfort and fit
R&D teams at Reebok create footwear, apparel and hardware with the primary focus on developing products that provide maximum performance, comfort and fit for the consumer. Teams are structured along the brand’s product category focus in addition to certain cross-category groups such as the Reebok Advanced Concepts (RAC) team. Activities are primarily located in Canton/Massachusetts, USA to facilitate close collaboration with the respective product marketing teams. In order to include production considerations early in the process, a new development centre was opened in Vietnam close to the brand’s sourcing base in the middle of 2009.
Industry-leading R&D at TaylorMade-adidas Golf
TaylorMade-adidas Golf’s R&D team is focused on continually designing and developing industry-leading products. The team is structured according to the different product categories in golf and is located in Carlsbad/California, USA.
Vertically integrated R&D activities at Rockport
Rockport’s R&D function located in Canton/Massachusetts, USA, is a vertically integrated organisation that covers all aspects of strategy, research, design, engineering and testing, while incorporating the Group’s advanced proprietary athletic footwear technologies into casual and dress shoes.
Reebok-CCM Hockey R&D located in Canada
The R&D teams at Reebok-CCM Hockey, located at two different locations in Canada, are dedicated to continuously creating state-of-the-art hockey equipment for both professional and recreational players. Teams are organised by category under the two brands Reebok and CCM.
Selective purchase of external R&D expertise
In addition to its internal R&D efforts, the adidas Group also purchases a limited amount of R&D expertise from well-established research partners. We enter into external collaborations to gain access to highly specialised knowledge in certain areas of expertise we have decided not to fill internally.
This strategy allows for greater flexibility and faster access to know-how that may otherwise require considerable time and resources if built up within the Group. To increase efficiency and protect research results, collaborations are usually long-term and exclusive. All projects carried out with external partners are based on a clearly defined mandate outlining the project scope to ensure consistency with the Group’s R&D focus. Major adidas relationships exist with the University of Loughborough, England, the University of Calgary, Canada, the University of Erlangen-Nürnberg, RWTH Aachen University and the University of Freiburg, Germany. In 2009, the development of the JABULANI football, for example, was based on comprehensive aerodynamic research conducted by Loughborough University. Reebok partners with the University of Delaware in various categories, in particular in developing toning products. Using electromyographic tests, the benefits of increased muscle activity are verified for new product developments in this category. TaylorMade-adidas Golf cooperates with the University of Calgary. In 2009, a joint study of swing dynamics was conducted to help improve the brand’s club and ball fitting logic.
|Major R&D locations and activities||01
|Global Development Center (ait)||Herzogenaurach, Germany|
|Global Development Center (ait)||Portland/Oregon, USA|
|Global Research and Testing Center (ait)||Scheinfeld, Germany|
|Product Creation Center||Shanghai, China|
|Product Creation Center||Tokyo, Japan|
|Reebok||Global Development and Testing Center||Canton/Massachusetts, USA|
|Development and Testing Center||Ho Chi Minh, Vietnam|
|TaylorMade-adidas Golf||Global Development and Testing Center||Carlsbad/California, USA|
|Rockport||Global Development and Testing Center||Canton/Massachusetts, USA|
|Reebok-CCM Hockey||Development and Testing Center||Montreal/Quebec, Canada|
|Development and Testing Center||Saint-Jean-sur-Richelieu/Quebec, Canada|