When you look at our history, it is fair to say that we bring a lot to the table: There is our extensive brand DNA, decades and decades of experience and knowledge, innovative products that changed the world of sport, research based on the continuous extensive work with our athletes … the list goes on and on. And while all of these points have made us a globally leading sports brand which gives it all for those who are willing to give it all, we know that we would be nowhere without help along the way.
In sport, teamwork is the most important ingredient on the field of play in order to go the distance, in order to overcome challenges and hurdles. We know that teamwork makes teams better and we know that it makes us better.
For this reason, we continuously open our brand up to other players. We call this open source, an idea from the software engineering world that we turned into a collaborative partnership approach. In other words: We give all creators out there access to our brand and allow people to create with us.
Why? Well, it is a fact that we live in a world that is too technical and specialized to think we have all the answers. This new world certainly brings challenges with it but also many possibilities and almost endless opportunities. We understand and believe that by only creating on our own we are barring the way to greater things. And while this might seem like a new strategy at first, the truth is we have always relied on authentic collaborations and real partnerships.
We have shared experience and knowledge with partner companies (and will continue to do so) to co-create the most innovative products such as Boost with BASF or the innovative footwear concept born from our collaboration with Parley for the Oceans. We have entered long-term partnerships with world-class designers such as Stella McCartney and Jeremy Scott as well as creative artists such as Kanye West and Pharrell Williams. And we won’t stop there.
Our consumers expect to be involved, to participate and be able to co-create – and technology makes that possible. We will continue to be involved with our digital community, the athletes, the opinion leaders and bloggers in the industry just as much as all the dream chasers out there. Even with over 80 years of experience, a unique brand DNA and an amazing résumé to show, we know that we do not know it all. But we are confident enough to ask for help. With our open source strategy, we can unleash endless creativity and give athletes, consumers and partners the best we have.