Adidas China Strategy

adidas Strategy adidas strives to be the leading sports brand in the world – an ambitious yet realistic goal. One major lever to achieve this is the brand’s broad and unique product portfolio spanning from apparel and footwear for professional athletes to premium fashion. It allows adidas to address multiple consumer needs, tackle market opportunities from various angles as well as be less affected by one-dimensional market risks. This product portfolio as well as adidas’ commitment to excel in all relevant segments differentiates the brand from competitors and ensures solid market growth, while staying true to the brand’s values. Currently, the brand focuses on five global priorities: Football, Running, Training, Basketball and Originals.

Preparing the adidas business for the future Like every world-class athlete, adidas is continuously trying to be faster, stronger and thus more competitive. To further focus on becoming a more efficient organisation, a comprehensive “Streamlining Complexity” programme commenced at the beginning of 2008. The objective is to increase the efficiency of how adidas brings concepts to market, defining clear responsibilities, and ensuring optimal external results in the marketplace. The programme is also designed to help adidas reduce costs. In 2008, for example, adidas already achieved a significant article reduction that will drive improvements in net sales per article. In addition, this will reduce workload in the creation area going forward, facilitating higher focus on key product initiatives. The Streamlining Complexity programme will continue in 2009, providing a platform to maximise future brand profitability and a more dedicated focus on the brand’s core strengths. Innovation leadership through personalisation adidas’ innovation philosophy encompasses every facet of the brand’s business – from product design and development to brand marketing, promotion partnerships and distribution. In this area, personalisation represents a key...