sportFACHHANDEL 03_2017 Leseprobe
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<strong>03</strong>.<strong>2017</strong> Adidas | OUTDOOR | 19<br />
ADIDAS OUTDOOR BECOMES TERREX<br />
“ Engaging with the<br />
customers“<br />
With Rene Skytte, an internationally experienced industry insider with know-how in retail takes over the<br />
succession of the former head of Adidas Outdoor, Rolf Reinschmidt. On this occasion, the brand will be renamed<br />
in Terrex. <strong>sportFACHHANDEL</strong> talked with the new Global Vice President about the motives and objectives.<br />
<strong>sportFACHHANDEL</strong>: Rene Skytte, you have worked<br />
for The North Face, Timberland and Intersport.<br />
What attracts you to a small Outdoor division inside<br />
this huge company?<br />
Rene Skytte: I acknowledge that the Outdoor<br />
division of the adidas brand is a relatively small<br />
division within a much greater organization, but as<br />
a stand-alone business, we would be a top 10 outdoor<br />
company. What excites me about this assignment<br />
is the history and potential of Adidas Outdoor,<br />
the continuous engagement in the industry since<br />
the times of Reinhold Messner and Jeff Lowe to<br />
our current efforts in supporting young talent just<br />
starting out in the climbing gyms. The collective<br />
Claudia Schroegel & Jessica Sumerling Fabian Buhl<br />
innovation power of adidas<br />
is unparalleled, and having<br />
such a machine to tap into<br />
when developing the next<br />
generation of product is<br />
a luxury most companies<br />
cannot afford.<br />
What is the reason behind<br />
the name change to adidas<br />
Terrex? Terrex personifies<br />
our positioning as the athletic<br />
brand in the outdoors.<br />
Within the outdoor community,<br />
the name already<br />
stands for lightweight and<br />
versatile products for all<br />
kinds of outdoor sports.<br />
Based on this, we elevate the<br />
name to our overarching<br />
purpose: With the launch<br />
of our spring/summer <strong>2017</strong><br />
range, adidas Outdoor will<br />
become adidas Terrex.<br />
Outdoor is becoming more<br />
and more fashion. Where do<br />
you see adidas TERREX in<br />
the future between fashion<br />
and function? Consumers decide what products<br />
they like when choosing basic gear to keep them<br />
warm or dry. Some years back, classic outdoor<br />
silhouettes were in trend and almost all outdoor<br />
companies saw an upswing in their outerwear<br />
sales. The consumer macro trend has since shifted<br />
and many consumers are gravitating towards<br />
all-purpose jackets, which by nature will follow the<br />
current trends. I believe it is important to engage<br />
with these consumers and not to spurn them based<br />
on a purist view. But what is important is that you<br />
do not start changing your performance standards<br />
in order to hit commercial price points in the high<br />
street.
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