Adidas, which had earlier this year announced its 2020 strategic business plan, has now unveiled an additional business plan for three of its key categories, namely, Football, Running and Originals.
Within this new framework, each of the categories has been assigned a clear role and specific goals in order to achieve the significant improvement targeted in the Group's top and bottom line.
In a press release, the German company informed that while Adidas Football and Adidas Originals aim to lead in every market by 2020, Adidas Running is targeting significant market share gains in coming years.
Between 2015 and 2020, Adidas intends to expand its football business at a mid-single-digit rate on average per year on a currency-neutral basis, outgrowing the market and further strength its position.
In order to drive brand loyalty among football consumers, the focus will be on bolstering the footwear part of the business.
“This will be supported by a completely new product line-up as reflected in the recently introduced key footwear franchises 'X' and 'ACE',” it added.
In case of Adidas Running, it expects currency-neutral sales to double by 2020, by strengthening its positioning in the area of 'energy running'.
Adidas Running will significantly increase its presence in global key cities with the objective to bring 'energy' to consumers in a holistic approach from the product range to runners.
A particular focus will be put on the North American market where Adidas targets significant market share gains over the next five years by establishing two creation hubs for the category in the market.
In addition to Boston, runbases will be established in both Los Angeles and New York City for runners and their communities to experience the best Adidas Running has to offer.
“Crafted and designed for the needs of the local urban runners, the runbase inhabits the space where running and culture connect,” the sports goods and sportswear marketer explained.
For Adidas Originals, the company forecasts currency-neutral sales to increase by 50 per cent by 2020 and aims to become to be the most influential and connected sportswear brand in street culture by 2020.
According to Adidas, the sub-brand will drive its business by focusing on a thorough lifecycle management of a limited number of global footwear franchises including Stan Smith, Superstar and Tubular.
“By 2018, the major product families are expected to generate the majority of the overall Adidas Originals footwear revenues, allowing Adidas to be more impactful and efficient at the same time,” it noted.
In addition, Adidas Originals will significantly expand its business with key sneaker accounts as well as its own direct-to-consumer channel and will also open flagship stores in more than 30 cities around the globe.
The company expects those new flagship stores to create halo effects and elevate the Adidas Originals business globally.
