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 distribution 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 market teams to accelerate decision-making and have begun to eliminate complicated processes to react quickly. We will continue to prioritize speed and agility to respond 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 bottom-up feedback from the various markets and acting on it in a locally relevant way, 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, which is also tailored to specific market needs. It is all about maintaining a healthy balance between our channels to win with the consumer.

BRAND HEAT

We are proud to produce groundbreaking innovation in sports and some of the most sought-after product in Lifestyle, 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 athletes in global sports like football, running, training, and basketball. At the same time, we have also welcomed countless local partners to our brand who are pushing boundaries in smaller sports, including winter sports, track and field, rugby, and tennis. And while we are equally proud of our cultural partnerships, we will 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 will continue to activate this message globally – amplifying it through major sports events, together with many of our brand partners – and continue to evolve the narrative.