Adidas Announces A 5 Year Strategic Pformation Plan

Herbert Heiner, group CEO, who had been thrown out of business by poor performance, said: "we have a good start this year.

And the two brands of Reebok are growing strong.

With innovative sports performance (Performance, the most common three bar) series of products, fashion style design and highly interactive.

Publicity, we have brought surprises to consumers around the world.

He also specifically clarified that Reebok won't be sold by Adidas this quarter with high digit revenue growth: "dumping Reebok at this stage is a foolish act."

10 years ago, in order to open up the US market, Adidas sold 3 billion 100 million euros to acquire Reebok brand. However, because Reebok's performance can only maintain a weak growth year after year, it is difficult to catch up with Under Armour in the field of fitness after repositioning. At the end of 2014, the market once heard the news that the brand would be sold again.

High revenue growth may also be a sweet illusion of higher marketing investment. Earnings data point out that Adidas's operating expenditure reached 1 billion 700 million euros in the past quarter, up 15% over the same period last year, and a considerable part of it was spent on larger scale marketing.

In the first quarter, Adidas's marketing expenditure reached 5 million 540 thousand euros, an increase of 26% over the same period last year.

After 18 consecutive months of downturn, Adidas put forward a 5 year period in March.

The plan is to speed up the listing of products.

Channel, open and cooperative strategy, as well as retail sales and sales of six key cities in Losangeles, New York, Shanghai and Tokyo, improve Adidas's image in the consumer's mind.

Recently, Adidas's cooperation with Spotify, an online music service provider, can be regarded as an example: the two sides have built a mobile phone application called Adidas Go, using iPhone sensors to understand the movement rhythm of users, and to select the rhythm appropriate music from the library.

For the group's overall performance this year, Adidas has maintained relatively low expectations, targeting a median single digit revenue growth and a gross margin of 47.5%-48.5%.