Adidas narrows its search for US PR agency partner

PORTLAND, OR: Adidas heard pitches from at least three agencies last week as part of its search for a US agency partner.

PORTLAND, OR: Adidas heard pitches from at least three agencies last week as part of its search for a US agency partner.

PRWeek has learned that Hill & Knowlton, Ketchum, and Bratskier & Co. all pitched.
Abby Guyer, PR director at the world's number two sneaker company, wouldn't confirm which firms it spoke to, but said it is "not seeking additional solicitations."

"PR continues to be an important tool for our brand," Guyer said when asked if Adidas planned more emphasis on PR in 2008.

Wes Brown, an analyst at Iceology, an LA-based consumer research firm, said effective PR could help Adidas narrow the gap between it and number one Nike.

"Nike has [created] a strong emotional connection between itself and the consumer," Brown said. "Adidas has [not] come close to that type of emotional connection. That's where PR can help."

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