NEW MEDIA: Reebok hires Zentropy to take on UK net rivals

Reebok has appointed the London office of new media consultancy

Zentropy Partners to take charge of its UK web activity as it prepares

for online competition with Nike and Adidas.

Zentropy will be responsible for developing the main Reebok UK site as

well as related online promotions and viral marketing campaigns.

Targeted at 18- to 25-year-olds, the site is being developed primarily

as a brand and customer relationship management tool, providing general

sports advice and details of the company’s UK product catalogue.

The main umbrella site will feature individual microsites based on

particular sports, as well as detailing the company’s sponsorship

activities, including its boot and kit tie-ups with Bolton FC and

Liverpool FC.

Zentropy London won the business last month without a pitch. Zentropy

Los Angeles currently works for Reebok’s US parent. The UK activity is

being overseen by Nigel Hill, sales operations controller at Reebok

UK.

The budget was not disclosed but is believed to be in excess of pounds

100,000.

Both Nike and Adidas have increased their own online brand activity of

late.

Last year Nike unveiled a new site to back up its grass-roots Nike

Football Park initiative, with activity developed by web house AKQA.

Adidas has since unveiled a site dedicated to running enthusiasts,

developed by Circle.com.

The web address for Reebok’s UK site is expected to be www.reebok.co.uk.

This article was first published on Marketing