“The consumer is at the heart of everything we do,” our CEOThe Chief Executive Officer (CEO) of a company is the highest-ranking corporate officer and in charge of total management of an organisation. Herbert Hainer said at the end of 2010 when he explained the cornerstones of the adidas Group’s Strategic Business Plan ‘Route 2015Route 2015 is the Strategic Business Plan for 2015 that aims at growing the business of the entire adidas Group to € 17 billion by 2015. This plan is the most comprehensive business plan the adidas Group has ever prepared, incorporating all brands, sales channels and Group functions globally. It is our road to success: our Route 2015.’. But how do we make sure we have, Route 2015Route 2015 is the Strategic Business Plan for 2015 that aims at growing the business of the entire adidas Group to € 17 billion by 2015. This plan is the most comprehensive business plan the adidas Group has ever prepared, incorporating all brands, sales channels and Group functions globally. It is our road to success: our Route 2015. the consumer and our key target group of 14- to 19-year-olds close to our brand, at the heart of adidas? How can we understand what YOU need and want? One of the ways via which we connect consumers to our heart and vice versa is the ‘adidas Insiders’ online community, a one-of-a-kind digital and social communication platform which is moderated by the Global Consumer Insight team members (one of them being me).
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