Marketing
Target 2015: 100% of footwear and an increasing amount of apparel to have ‘more
sustainable content’ (by 2012), i.e. to be included into the Better Place product range
(in 2010 defined as applicable to the adidas Sports Performance division, but in the
meantime expanded to cover all adidas sub-brands)
2011 Milestone
Revise Better Place Guidelines to ensure alignment with the Eco Index and the Index developed by the Apparel Coalition.
2012 milestones
- Continue the integration of SAC Index principles into the adidas Better Place Guidelines system where feasible.
- Continue to develop and expand targets for greater growth of Better Place sustainable product programme.
Target 2015: Reduce number of ranges as a whole by 20% (adidas Sports
Performance division)
Additional Comments
The target of reducing the number of ranges was developed based on a few general principles:
- Product excellence and complexity reduction.
- Larger scale design, development and production lead to a lower environmental impact.
The Sports Performance division of brand adidas has been successful in driving towards smaller ranges and therefore reducing samples, resource and wastage as well as emissions.
To measure our progress we use a comparison between the same seasons, year to year. So we have compared SS11 (Spring-Summer 2011) and FW11 (Fall-Winter 2011) with the corresponding season’s production in 2012.
| Parameter |
Seasonal production ‘11 |
Seasonal production ‘12 |
Change |
| Number of articles/ Change |
36,600 |
37,000 |
37,400 |
32,800 |
+2.1% |
-12.8% |
| Season |
SS11 |
FW11 |
SS12 |
FW12 |
Change SS11-> SS12 1 |
Change
FW11->
FW12 |
adidas Sports Performance shows a 2.1% increase in the SS season article count from the 2011 to the 2012 seasons and a 12.8% decrease in the FW seasons for the same time period2. These figures show us that we are on track for the 2015 target to reduce the number of ranges as a whole by 20% within the adidas Sports Performance division.
1 The comparison must be done by looking at the same season that is Spring-Summer one year to the next, since there might be a slight carry-over of articles between SS and FW, e.g. products that are produced in the next season as well.
2 These figures do not include local article production.
2012 milestone
- Continue reducing the number of ranges according to targets.
Target 2015: Virtualisation project to drive reduction in samples
Additional Comments
It was back in 2004 that a team of experts at the adidas Group came up with a new and innovative way of showcasing products using virtual technology. The first trials were conducted in 2005. The benefits of virtualisation are speed, efficiency, innovation and savings and it has revolutionised the way we do sampling and selling-in of new products. Ultimately, we want to move towards a seamless process from design to sell-in that starts with the creation of a 3D model by design and concludes in a virtual sell-in process which features not only the product but also an experience for our retailers and consumers.
Progress made:
- We have now launched the first market where the sampling and selling-in process was 100% supported through virtualisation.
2012 milestones
- Go fully virtual from design to sell-in across all of Western Europe in Spring-Summer 2013.
- Continue expanding the range of products covered.
Downloads
This year our full set of performance data is available only in PDF.