adidas’ just unveiled “Route 2015″ plans runs through Beaverton and lays down directives for adi and Reebok brand segmentation from up top.
Today, the adidas Group held an Investors Day and unveiled its business strategy for the next five years calling it “Route 2015″. The plans aspire to grow the adidas Group business by 45-50% by 2015, with a focus on bottom line (profits) over top line (revenue) expansion.
More interestingly, adidas execs are beginning to make more publicly targeted segmentations between its adidas and Reebok brands.
In an adidas Group press release, the plans call for adidas Sport Performance divisions to continue to drive innovation and technology in competitive sports while Reebok will be tasked to become the leading fitness and training brand for active, lifestyle and casual sports.
Other highlights from the investors day is the Group’s pursuit of increasing sales and market share in Running and Basketball categories for adidas Performance divisions and wanting to lead the industry in areas of customization and interactivity.
adidas also wants to overtake Nike to become the world’s largest sporting goods manufacturer but didn’t give a timetable for those details.
adidas Group CEO Herbert Hainer commented in today’s company statement:
“Brand success means business success for the adidas Group, that’s why we have set out clear business targets based on our strong and unmatched brand portfolio. We want to achieve qualitative and sustainable growth by building desirable, leading brands in consumers’ and customers’ perception. Over the next few years, we will invest in our brands in order to reach our ambitious, but realistic targets. I am confident that our strategic business plan will lead us into a new era of success for the adidas Group.”