Adidas Ag · XETR:ADS
Adidas — adidas-Salomon — Investor Day (September 2002)
31 slides from Adidas's investor day presentation, Sep 25, 2002
Slide 1: adidas-Salomon Investor Day – Erich Stamminger
adidas-Salomon Investor Day Erich Stamminger London 25.09.02 Good afternoon ladies and gentlemen. Passion for sport has inspired us ever since Adi Dassler crafted his first shoe. This passion for sport remains our vision. It is at the core of everything we do. And it unites us. As do our brand value
Slide 2: Three key facts: innovation, structure, results
… everyone at adidas is excited and inspired by our vision. … everything we do springs from our brand values. With that in mind, there are three key facts I'd like to present today. First, achieving and maintaining innovation and design leadership is at the core of everything we are doing. Second, o
Slide 3: Leadership in innovation and design recognized
I know that we have made great strides in this area. And, … I know it’s being noticed: By our consumers, from athletes to style leaders. By our retail partners, from traditional sporting goods to premium boutiques. All of them are telling us not only that our efforts are positive and visible, but th
Slide 4: Leading in design, innovation, performance and volume
Not one, not two, not four 3 Today, you will hear about and see examples of new, 2003 adidas products that further demonstrate how serious and how capable we are when it comes to achieving and extending design and innovation leadership. I’ll be giving you more specifics on our new products when I pr
Slide 5: Three-divisional structure
I also introduced our totally new, industry-unique, consumer-oriented, three-divisional structure. In other words, I spent some time talking about the fundamental marketing considerations that anchor our approach. Today, I am going to shift the focus a little. Today, I am going to focus more on the
Slide 6: Division identities and target consumers
As you can see here, each of these divisions has its own identity and is represented by its own logo. While distinct, they all have the adidas wordmark and an element of three stripes in common. Each division targets a specific – and clearly defined – consumer. In the case of Sport Performance: seri
Slide 7: Sport at the core of each division
We can make sure product is exactly where the distinct consumers shop and is presented in the most appropriate and appealing way. And, we can reach and engage individual consumer groups with specific, distinct and relevant communication. You've probably noticed that the word SPORT is in the title of
Slide 8: Forever Sport and Sport Performance division
Past, present and future. Heritage, Performance and Style. We are FOREVER SPORT. Our entire brand and all our divisions and products live under this common roof and take direction from this idea. FOREVER SPORT Video So, … now our divisions are fully operational and staffed with highly motivated team
Slide 9: Sport Performance initiatives and innovations
They are: Our innovations – ClimaCoolä and a³ Our key categories: such as Basketball, Running and Football Our Sport Performance Apparel Key Account Program and Huge opportunities in our own retail Let’s take a look at each of these areas individually. Starting with our two key innovations: ClimaCoo
Slide 10: ClimaCool innovation
With ClimaCoolä – our 360 degree ventilation system – we launched the first of two premium-priced innovations this year. The response to the product has been phenomenal and the commercial results show it. We are going to sell more than 1 million pairs of ClimaCoolä by the end of this year. That’s tw
Slide 11: ClimaCool 2003 and sales plans
Equally important: its new and improved function is immediately visible. ClimaCool technology video Already ClimaCoolä 2003 is a hit in consumer tests and with our retail partners. Despite tough market conditions, we are confident that we will be able to sustain the average retail price of our top m
Slide 12: a3 energy management system
This year we introduced a³ – our brand’s unique, energy management system. Performance footwear that cushions, guides, and drives in an optimal way. With a³, it has been critical to establish and sustain top-end performance credentials first. We then, carefully and strategically, are growing volume
Slide 13: a3 evolution in 2003
A great first year for a system that will be a core technology for years to come. Here too, we are going to significantly evolve the technology in 2003. a³ – initially launched as a heel technology – will be introduced into the forefoot. This further improves performance for athletes and enables us
Slide 14: a3 advertising campaign and basketball
You’re probably already familiar with our marketing campaign for a³. If not, it’s time that you see it. a3 Advertising (Slugs / Mechnical) The creativity and intensity of these television spots are striking a chord with consumers. Reactions with key target groups are excellent. Our research shows th
Slide 15: Basketball growth and Tracy McGrady
We have significantly increased our resources and efforts. And, we are making tremendous advances. Our basketball business is booming. In 2001, we grew our global basketball business by 37 percent and in Spring Summer 2002 60 percent. We will continue to achieve strong growth in this category in the
Slide 16: T-MAC signature shoes
As you can see, Tracy’s achievements are already incredible. Even more importantly, he has proven appeal and commercial clout among core basketball consumers in the US. At the beginning of this year we introduced Tracy´s first signature shoe, the T-MAC I. We launched it with a fully integrated marke
Slide 17: Shell Toes heritage
Shell Toes are unique to adidas. Shell Toes are born out of our unparalleled NBA heritage. And, Shell Toes are blessed with a cult following among urban basketball consumers. You all will know the Superstar. Fact is: the original adidas Shell Toes were the leading performance basketball shoes when t
Slide 18: Basketball marketing and running
The range will be supported by an integrated marketing campaign featuring NBA stars and Shell Toe endorsers: like Antoine Walker and Jay Williams. These are truly exciting times for adidas Basketball. Now to our largest footwear category within Sport Performance and the largest commercial category i
Slide 19: Running marketing and product ranges
… with high-impact marketing around the world´s leading marathons in Boston, London, Berlin, Paris and Amsterdam … … with our special programs for key accounts and specialist retail partners … … with our industry-leading made-to-measure, footwear customization program “mi adidas” … Our latest 2002 f
Slide 20: Running targets and football leadership
That’s why we are confident that we can and will achieve even higher growth rates again next year. And, that also means, we believe we can and will sell over 18 million pairs of running shoes in 2003. Our mid-term growth potential is strong. The product and ranges are right. We have momentum. And, w
Slide 21: Football partnerships and events
Our image within the sport and our reputation among athletes and football consumers is stronger than ever. We will aggressively position ourselves to grow our football business and leadership in the future: for the brand, for the category, and for our shareholders. We partner with leading clubs like
Slide 22: Performance apparel lines
As many of you know, the apparel business is extremely tough these days. Let me highlight two Sport Performance apparel lines that are achieving results in this difficult environment. We are launching a³ ClimaCoolä collection of highly functional, sport specific apparel that families with our innova
Slide 23: adidas Colours and key account programs
The range celebrates the brand, the colours of sport and the authenticity and athletic pedigree of our three stripes. It will be updated and replenished at retail on a bi-monthly basis. Already – in our first year with adidas Colours – we will sell over 1 million pieces. As I mentioned, adidas Colou
Slide 24: Footaction partnership and own retail
We partnered with Footaction to market a line of basketball product called All Day All Night. We originally launched All Day All Night footwear in June 2001. It became their number one selling shoe in extremely difficult times. And, Footaction named All Day All Night their concept of the year in 200
Slide 25: Sport Performance concept stores
This means, we only open stores when we are sure that they will be profitable and accelerate growth. Today we operate 127 of our own Sport Performance concept stores worldwide. The majority of these stores have been developed in a generic smaller format within emerging markets in Asia, Latin America
Slide 26: Sport Heritage division results
In 2003, we will re-introduce and take inspiration from our brand’s sporting past and vast product archive. Take a look: Heritage video Each of the themes featured in the video has inspired a specific collection – including footwear, apparel and accessories. You can take a look at some pieces from t
Slide 27: Controlled, sustainable Heritage growth
Most importantly, we will continue to create this growth in a healthy, controlled, and sustainable way. Yes, we could have grown faster. And, yes, we could have spread our product wider. But, in this business, in the long term, that approach would be fatal. Instead, we reigned in distribution where
Slide 28: Heritage concept stores
But, we know the potential is immense. We can see it in our own retail stores. In our first three concept stores, Heritage apparel already represents 50% of store turnover, which is a sign of things to come. Last year we opened highly successful stores in the trendiest parts of Berlin and Tokyo. Thi
Slide 29: Sport Style launch with Yohji Yamamoto
We will launch our first-ever Sport Style collection in Paris on October 7. With Sport Style, we are breaking new ground. As you can see, this new collection carries this new brand mark. Together with world famous designer, Yohji Yamamoto, we are going to create a range of products that represents “
Slide 30: Sport Style potential and summary
Although Sport Style has the potential to contribute up to 5% of our overall adidas net sales in the long term, we are more interested in two other aspects of the business: One: Favorable impact for the entire brand. And, two: Profitability We know from previous design ventures and co-operations tha
Slide 31: Closing summary and thanks
We are striving to achieve Innovation and design leadership. Our consumer-oriented and industry-unique, three-divisional structure is now in place. And, most importantly: this structure is producing results now, and uniquely positions us for sustainable growth in the future. These are exciting times