In a bid to better align itself with the needs of its customers, adidas-Salomon AG has revamped the organisational structure of its core adidas brand division.

Under the reorganisation, the existing three-division structure is retained. In a move designed to reinforce its sporting roots, however, the company has renamed the divisions while giving each a clearer marketing mandate. Thus, adidas Forever Sport becomes adidas Sport Performance, adidas Originals become adidas Sport Heritage and adidas Equipment becomes adidas Sport Style, with the latter division being headed up by the world-famous Japanese designer Yohji Yamamoto.

Adidas Sport Performance features products developed for the sports performance market but have design appeal, encouraging consumers to wear the products both on and off the court or playing field. The latest adidas product launches in this division include the Energy Management System a³(r), the 360°-ventilation shoes, ClimaCool(r) and the world-famous adidas Predator(r) football boot used at this year's FIFA World Cup. Adidas Sport Heritage Division meanwhile continues with the Originals product range, which capitalises on the brand's heritage in the lifestyle market.