NEW YORK: Reebok has retained Alan Taylor Communications to support its sports PR business.
The brand chose ATC based upon a previous relationship, as the firm and Reebok worked together in the early 1990s. Managing partner Bret Werner will lead the account, which includes a core group of more than six people. Managing partner Mark Beal did not disclose a budget, but called Reebok a "significant new client partner."
"ATC is very strong on the sports side," said Diane Pelkey, Reebok director of PR. "Their reputation is that they had strong knowledge and partnerships in the sports arena."
The partnership, which began last month, involves promotion of Reebok's athlete endorsees, such as Philadelphia Eagles quarterback Donovan McNabb and Red Sox pitcher Curt Schilling, and product placement opportunities for Reebok footwear, clothing, and sports equipment. The agency will also leverage Reebok's partnerships with the NFL, NBA, and Major League Baseball.
Reebok's sales for last year totaled an estimated $3.8 billion.
Pelkey said ATC's first initiative with Reebok was the Super Bowl, where the agency handled press around McNabb's custom-designed shoe, which the brand made specially for the game.
Beal said the firm would assist Reebok in promoting its relationships to the media.
"We can provide the creative and strategic vision to fully leverage their assets," said managing partner Mark Beal.
Beal said the agency sought to demonstrate its ability to highlight partnerships, such as its work with MasterCard, the World Cup, and Major League Baseball; and Ameriquest's partnership with the NFL.
"We demonstrated that it wasn't just about developing the plan, but executing on it as well," Beal said.
Reebok works with HL Group on lifestyle fashion and PMK/HBH on entertainment PR. HL also previously handled sports PR, but Reebok decided to split up the lifestyle and sports duties, said Pelkey.