Sportswear giant Adidas this week handed a consumer PR brief to the
agency team led by its former global PR chief.
Ketchum Life's sports marketing team, led by board director Steve
Martin, has been hired on a project basis to promote a footwear range
that is set to launch in March.
The account was won following a four-way pitch that took place last
Martin, who quit Adidas in February after heading global PR for two
years, reports to UK head of PR Sarah Gower on the account. Gower would
say nothing more about range other than pledging a new 'concept' in
Hill & Knowlton is set to continue as Adidas's retained UK PR agency and
will handle the launch for a separate major UK footwear product launch
next year, details of which are also being kept under wraps.
The H&K team will also assist in UK PR for the football World Cup in
Japan and South Korea next summer.
Work so far has included ensuring a high profile for the Adidas brand as
England's group opponents were revealed on 1 December.
Gower is anticipating a major boost in media relations in the run-up to
and during the competition as Adidas battles against sports goods rivals
to gain maximum coverage.
Adidas is a Germany-based company quoted on the Frankfurt stock exchange
and is the world's second largest sports goods firm after Nike. Its UK
base is near Manchester.
In March this year, Cohn & Wolfe was appointed to handle PR for Adidas's
sponsorship of the summer's British Lions rugby tour.
Other Ketchum Life sports marketing clients include Carlsberg's
sponsorship of Liverpool Football Club and work for Pepsi and sports car