Group Strategy
Our goal as a Group is to lead the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are a consumer-driven company and everything we do focuses on strengthening and developing our brands to maximize the Group’s performance. With the acquisition of Reebok, we have extended our global position, gaining a broader presence in key markets, consumer segments and product categories. With our combined strengths, we aim to widen the profile we have with consumers and enhance brand profitability by execution of a well-defined strategy.
Leveraging Opportunities across Our Brand Portfolio
We strive to achieve leadership positions in all the categories
and markets in which we compete. Our multi-brand strategy
has revolutionized how our Group can reach the consumer.
This flexibility allows us to seize our opportunities from multiple
approaches, as both a mass and niche player, covering
more consumer needs, functionality, styles and price points.
Across all brands, we focus on increasing awareness and
visibility, providing clear and consistent messaging and supporting
each product at point-of-sale. In addition, achieving
our commercial goals also depends on leveraging the scale
of our organization and operational excellence. For us, this
includes consistent on-time retail delivery, quality assurance
and the commitment and ability to “go the extra mile” for the
customer. The integration of Reebok has given us additional
insights to best-in-class techniques and processes across
our entire organization. We are particularly focused on ensuring
best-practice social and environmental standards (see
Sustainability), continuously optimizing our sales and
distribution processes and improving our customer service
efforts. Within the Group, we are always striving to improve
internal processes and reduce complexity.
Performance as Central Group Value
Our Group’s philosophy and drive are rooted in our origins of
helping athletes to perform to their best. From the professional
to the Olympic to the amateur level, we strive to be
closer than our competitors to consumers and their athletic
aspirations whatever they may be. We are dedicated to sports
and performance, and are committed to using technology and
innovation to enhance this identity across our brands. Further,
we actively promote a performance culture throughout
our organization. Our employees are the key asset in achieving
our Group’s goals and we strive to align their personal
objectives with our Group and brand targets. Through the creation
of a motivational work environment, we ensure that our
Group becomes a learning organization driven by the desire
for continuous improvement (see Employees).
