Reebok has hired Cake as its sole retained UK agency, ending its ten year relationship with Cohn and Wolfe.
A statement said Cake's appointment 'follows Cohn and Wolfe's resignation earlier this month'. But it is believed Reebok approached Cake earlier in the year to work on part of Reebok, before deciding to take the agency on for the full portfolio. There was no competitive pitch for the work.
Cake's brief is to strengthen the Reebok brand within the sports, fashion and youth arenas. It will be promoting sponsorships of Liverpool FC, Welsh Rugby Union and UK Athletics.
The appointment is described as being 'part of a refreshed marketing campaign'. The brand is launching two new footwear ranges, Traxtar and Diamond, and a new ad campaign begins in November.
It will focus on why people do sport, rather than featuring celebrities - even though Reebok is endorsed by sports stars including Ryan Giggs, Venus Williams and Gabriel Batistuta.
Cake account director Jim Dowling will head the account, reporting to Michael Price, consumer marketing manager.
When asked how the agency planned to update Reebok's 1980s, aerobics image, Dowling said: 'Let's not forget that Reebok's fitness products are still very innovative.'
Reebok International recently hired Fleishman-Hillard as its global agency of record. The F-H team is based in New York, and will handle publicity for Reebok's product launches, ad and marketing initiatives and human rights programmes.