Annual Report 1997 (1.5 MB PDF) - adidas Group

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Eddie George. First season: NFL Rookie
of the Year. Second season: NFL Pro Bowl.
Third season: Super Bowl?
1997: a landmark
year for adidas
North America
We shattered the billion dollar
gross sales mark and closed
the year 40% up over 1996.
While previous years had focused
on understanding the
marketplace, developing a
strategy for leadership, coaching
the management teams
and building the distribution
foundation – 1997 was about
execution.
Volume and margin growth resulted
from strategic changes
in product and account mix,
improved margin planning,
tighter purchasing and better
inventory management.
This record demand for adidas
products can be explained
also by the basic strength of
our brand name, a result of
the successful combination of
leading-edge technology and
aggressive promotion in key
sports:
EDDIE’S TRAINING SHOE, THE
EQUIPMENT MERCURY FEET
YOU WEAR SHOE, ALSO THE
CHOICE OF SEVERAL OTHER
TOP ATHLETES
Basketball. In a stagnant
market, adidas successfully
launched two basketball shoes,
the KB8 and the Superstar,
with more high-tech introductions
to come in 1998.
adidas’ positioning as a performance
brand on the court
is gaining strength through
the play of key symbols Kobe
Bryant and Antoine Walker.
Soccer. Repeated efforts by
competitors were successfully
held off with a flow of technologically
advanced products.
The momentum will continue
with the application to soccer
of Feet You Wear.
To ensure maximum visibility
and continued brand leadership,
we widened our presence
everywhere people play
soccer.
Running. In 1997, adidas
captured the number two
position by more than doubling
shoe sales. This was
achieved through many product
successes.
This technology-driven momentum
was increased through
sponsorship programs and
leveraged into exceptional
brand recognition at America’s
most prestigious running
events.
Tennis. Our brand gained
momentum in 1997 among
tennis fans with the successful
launch of the new Feet You
Wear shoe – Response. Along
with that went the continued
success of the Originals line.
This remarkable track record
in footwear was accompanied
by explosive growth in apparel
– achieved in the midst of a
depressed sports-branded
apparel industry with competitors
struggling to maintain
share.
With North American order
books for next year and sales
forecast up significantly, we are
confident that we have what
it takes to further increase
momentum.