Ambitious plans at adidas
The adidas Group presented its 2015 strategic business plan at its Investor Day in Herzogenaurach, Germany, on November 8.
Named ‘Route 2015’, the plan targets major growth. The German sportswear brand hopes to increase anticipated 2010 sales by between 45% and 50% to EUR17 billion in 2015.
As part of the strategic business plan, adidas and Reebok will establisher firmer positions in the marketplace. While adidas is targeted at competitive sports with its sport performance division based on innovation and technology, and towards the sports lifestyle and fashion consumer with its sport style division, Reebok will become the fitness and training brand for active and casual sports.
“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,” said Herbert Hainer, CEO. “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.”
He added: “Since we launched our first growth initiative back in 2001, we have fundamentally redefined the competitive landscape of our industry and have now created what is universally acknowledged as a global two-horse race. From 2001 to 2010, our sales will have doubled to well over EUR11 billion. Our net income over this same period will have almost tripled to expected earnings of between EUR560 and EUR565 million in 2010. Therefore, we are now well prepared to enter our next growth phase based on our mission to be the leading sporting goods company in the world.”
