Pentland seeks Kickers support as it hires Fluorescent for Ted Baker brief

Kickers footwear brand has launched a consumer pitch process as its holding group brings in Fluorescent PR to handle Ted Baker footwear.

Ted Baker footwear: wants to be seen as a footwear brand in its own right
Ted Baker footwear: wants to be seen as a footwear brand in its own right

Pentland Group, the firm behind brands that include Ted Baker footwear, Speedo, Berghaus and Mitre has launched a pitch process for a consumer agency to handle its Kickers range.

The brand is searching for a consumer agency that can help it ‘get back to its music roots’. Kickers has enjoyed success with music stars in the past, ranging from The Stone Roses in the 80s, Noel Gallagher and Jarvis Cocker in the 90s and the Kaiser Chiefs in the 00s all wearing its footwear.

The brand also wants to ramp up awareness of its collaborations that include teaming up with LEGO for its children’s range.

Pentland’s Natasha Leger, the PR manager for both the Ted Baker footwear and Kickers brands, confirmed that the company was looking for a new agency, saying she was at an advanced stage in the process.

The news comes as the group has brought in Flurorescent to handle the PR for Ted Baker footwear. Leger said of her new hire: ‘Fluorescent has been charged with increasing awareness of Ted Baker footwear as a footwear brand in its own right and communicating the breadth of the collections.’

The brand, which worked with Eskimo PR previously, wants to use Fluorescent’s celebrity contacts to place footwear on a wide range of personalities and leverage the Ted Baker fashion team’s relationships with well-known stars.

Pentland has held a number of pitches since the turn of the year. In January, PRWeek revealed its hunt for an agency to help strengthen Speedo UK’s connection to swimming and watersports in the run-up to the Olympics.

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