LONDON: German sports giant Adidas is reviewing its largest UK consumer PR account, which is worth over $330,000 in annual fees and spreads across all sports.
Adidas has received credentials from six agencies and has shortlisted four of them: The Red Consultancy, Burson-Martseller, Freud Communications and incumbent agency Hill & Knowlton.
H&K began working for Adidas five years ago on a project to promote Adidas 'Predator'soccer boots in the run-up to the '94 World Cup. Its brief has since expanded to cover the Adidas brand through all sports in the UK - the account that is now under review.
H&K also handles UK product PR for the areas of running, soccer and women's workout as well as ad hoc projects nationally and globally. The most recent of these is worldwide PR for Adidas' sponsorship of the New Zealand rugby team. These accounts are not up for review.
The brand PR brief includes promoting Adidas' sponsorship of featherweight boxing champion Prince Naseem Hamed, tennis ace Tim Henman and Manchester United star David Beckham in the national consumer and lifestyle press.
Adidas' UK PR manager Steve Martin, who headed the Adidas account for H&K before joining the company two years ago said: 'The reason we're doing this isn't that we're unhappy with H&K, it's just good business practice.' He added: 'This is the big part of the business. It's targeting youth market.'
Adidas' other PR agency in the UK aside from H&K is Collard Grosvenor, which has worked for Adidas since 1995 and continues to handle PR and the company's specialist fitness training schemes.