We continue to strengthen our brand and our business in several ways:

GLOBAL BRAND WITH A LOCAL MINDSET

We need to be where our consumers are. With more local trends emerging, the need for local relevance continues to increase. Instead of a centrally defined one-size-fits-all approach, we have empowered our markets to create the product, storytelling, partnerships, and channels they need to be successful. By providing our markets with decision-making autonomy, we can meet the expectations of our customers and the needs of our consumers around the world.

SPEED AND AGILITY

Fast-changing trends and consumer demands require flexibility and agility. We have empowered our people to accelerate decision-making and have begun to eliminate complicated processes to react quickly. We will continue to prioritize speed and agility to react faster to the needs of our consumers and the feedback from our retail partners.

HEALTHY BALANCE BETWEEN CHANNELS

We have transitioned from a narrow focus on our direct-to-consumer business to a service-oriented model toward our retail partners. By listening closely to their feedback and acting on it, we have proven our desire to be a trusted partner for them. And while wholesale is crucial for our future success, we continue to invest in our own retail and e-commerce presence. It is all about maintaining a healthy balance between our channels to win with the consumer.

BRAND HEAT

We are proud to produce groundbreaking innovations in sports and some of the most sought-after product in lifestyle. This outstanding product is amplified by brand heat – and vice versa. Brand heat is the sum of everything we do. It comprises athletes, teams, celebrities, street culture, and more. With this in mind, we have entered and extended partnerships with some of the greatest teams and players out there, such as the Argentine Football Association and rising football star Lamine Yamal, while also welcoming countless athletes to our brand who are pushing boundaries in smaller sports, including track and field, rugby, tennis, and baseball. Though we are equally proud of our cultural partnerships, we remain deeply rooted in sport.

BRAND MESSAGE ON THE JOY OF SPORT

To complement our strong product offering and drive brand heat holistically, we have created a new brand narrative: ‘You Got This.’ By putting the joy of sport and its power as a great unifier at the center, we want to counteract an atmosphere of pressure and stress, especially for our younger consumers. We have activated this message globally – amplifying it through last summer’s major sports events and featuring many of our brand partners – and will continue to evolve the narrative in the seasons to come. The latest chapter of our brand campaign focuses on support from the sidelines, highlighting the influence each of us has in uplifting others in sport. We all need someone to make us believe.