368 days ago the adidas Group announced the acquisition of outdoor specialist Five Ten. It was a well-planned move to expand adidas Outdoor’s activities into a complementary segment of the outdoor market. The acquisition was much acclaimed by the Outdoor community. When I was interviewing Rolf Reinschmidt (Senior Vice President adidas Outdoor) a year ago he pointed out that the real work was still to come. He was referring to the process of integrating the formerly privately owned brand Five Ten into the adidas Group – a globally operating, leading company in the sporting goods industry that is constantly moving at high speed. In the following interview, Rolf looks back at the last 12 months. He identifies three key-areas he and his team are addressing to make the most out of the new alliance between adidas and Five Ten: ‘people’, ‘culture’ as well as ‘systems and processes’.
Tag Archives: adidas Outdoor
August 10-11th marked the second edition of adidas ROCKSTARS at the Porsche Arena in Stuttgart, Germany. ROCKSTARS is a unique event that combines high-level competitive bouldering—a style of climbing characterized by short routes protected only by safety mats—with a live rock concert. As the intern for Global Brand Marketing Outdoor, I was on hand to help connect media from around the globe with adidas athletes but also to watch the professional showdown and even partake in the amateur competition myself.
It all started out when Christian Zwinger (Senior Designer – adidas Outdoor Footwear) and I (Andrej Zwer – Senior Product Manager – adidas Outdoor) talked about the new season in 2010. What could be some highlights and how can we set new standards in the industry with our shoes?
Both being passionate mountain bikers, we always loved the grip of our Conti tyres. No matter what conditions were like outside, and how fast we went, the grip was always outstanding on the trail. Christian’s idea was to have Continental rubber integrated into our fastest shoe in the range – the Terrex Fast R!
A couple of years ago, the Outdoor category left the base-camp. Ever since it is ascending this mountain called “sporting goods industry” steadily and at high speed. The man who embodies Outdoor at adidas like no one else is Rolf Reinschmidt, SVPSVP stands for Senior Vice President adidas Outdoor. I met Rolf to review what happened in the adidas Outdoor category so far and to talk about his expectations for 2012. He gives you some insights and background on this growing category which you shouldn’t miss.
Experience is the best teacher they say, and I cannot help but agree. So when I got the opportunity to work with our liaison offices (LOs) and factories in China for three months, I grabbed it with both hands. The trip helped me to advance myself in many ways and I’m sure it would do the same to anyone else who gets a similar opportunity.