Chapter 5: Developing a Global
Vision
“We are
laser-focused on our mission: we strive to be the global leader in the sporting
goods industry with brands built on a passion for sports and a sporting
lifestyle!” says Herbert Hainer, CEO of Adidas Group. Adidas is a world known
company with seven HQ’s around the world in; Panama, Netherlands, Hong Kong,
three of which are in the U.S, and lastly the main HQ which resides in Herzogenaurach
(Germany). Having all these headquarters makes it easier for Adidas to expand
its markets and have its products available to its worldwide consumers. With
technology now becoming the world’s hot new thing, Adidas also makes its
website available to order products online. The site offers shipping all over
the world via shipping companies such as Fed-ex and UPS.
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 customization and interactivity across categories.
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