HARNESSING BRAND PURPOSE AND VALUES FOR STRATEGY & INNOVATIONFEBRUARY 2017

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ADIDAS GROUPORGANISATION

ADIDAS SPORT PERFORMANCETHE GUIDING PRINCIPLE OF ADIDAS SPORT PERFORMANCE IS HELPING ATHLETES TO MAKE A DIFFERENCE. IN THEIR GAME, IN THEIR WORLD AND IN THEIR LIFE.

ADIDAS SPORT PERFORMANCE: FOCUS CATEGORIES

FOOTBALLExpanding strong market position

BASKETBALLIncreasing

global footprint

RUNNINGBuilding credibility with

high-performance athletes

TRAININGCreating new

consumer experiences

OUTDOORPositioning as

the athletic sports brandin the Outdoor area;

integration of Five Ten

ADIDASORIGINALSADIDAS ORIGINALSIS THE AUTHENTIC, ICONIC SPORTSWEAR LABEL FORTHE STREET, AND ITSMESSAGE IS ‘CELEBRATE ORIGINALITY’.

ADIDAS NEOADIDAS NEO IS THE SPORTS FASHION LIFESTYLE LABEL ENABLING TEENS TO LIVE THEIR STYLE.

NEO IS ALL ABOUT BEING OPEN AND ENGAGED WITH TEENAGE CONSUMERS.

THE BEST FITNESS BRAND IN THE WORLD

REEBOK

TAYLORMADE-ADIDAS GOLFTaylorMade-adidas Golf is the leading performance golf company in the world.

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ARE YOU HARNESSING BRAND PURPOSE &

VALUES IN STRATEGY & INNOVATION

OUR BELIEF

THROUGHSPORTWE HAVETHE POWERTO CHANGELIVES.

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OUR OBSESSION

WE ARECREATORS, MAKERS AND DOERS,THEORIGINALSPORTSBRANDDRIVEN BY INNOVATION AND A BIAS FOR ACTION.

HELPING ATHLETESMAKE A DIFFERENCE.

WE AREOBSESSED WITH

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CREATINGTHE NEWIS OUR STRATEGIC BUSINESS PLAN

CREATORSHAPES NEW RULES

CALLING ALLCREATORS

OPEN SOURCEWE WILL BE THE FIRST SPORTS BRAND THAT INVITES ATHLETES, CONSUMERS AND

PARTNERS TO BE PART OF OUR BRANDS.

CITIESWE HAVE IDENTIFIED SIX

KEY CITIES IN WHICH WE

WANTTO GROW SHARE OF

MIND,SHARE OF MARKET AND

SHARE OF TREND.

SPEEDWE WILL BECOME THE FIRST TRUE

FAST SPORTS COMPANY.

STRATEGICCHOICES

OUR STRATEGY FORCREATING THE NEW

BRAND DESIREOPEN

SOU

RCE

CITIES

SPEED

GROSS MARGIN EXPANSIONOPERATING LEVERAGE

TOP LINE & MARKET SHARE GROWTH

Source: “Switch” Chip and Dan Heath

HEARTS AND MINDS

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THANK YOU