JD Sports hires Capitalize to promote product range

JD Sports has appointed Capitalize to run a brand-building consumer PR campaign and communicate the retailer's product range.

This is the latest step by JD to increase its PR capacity and follows the appointment last September of Lisa Andrews as PR manager. Andrews, formerly with Adidas, has briefed Capitalize to give the company 'a profile in the style press'.

The brief is to support Andrews, who is JD Sports' only in-house PRO and is based in Manchester.

'JD sports does not have a history of extensive PR activity. The appointment of Andrews and Capitalize is intended to change this and make some significant noise in the style media,' said Capitalize MD Richard Moore.

'JD Sports is a strong retail brand and our role in communicating its product offering sits with our specialisation in sports and entertainment,' Moore added.

The account, won after a non-competitive pitch, sees Capitalize pick up a 12-month retainer fee from JD Sports, which has over 150 stores throughout the UK.

Group account director Pip Howells, who has been with the company for five years, will head the account, on which she will oversee a team of four.

JD Sports has previously positioned itself as targeting 11 to 19-year-olds, but the company is now looking to target a slightly older market through the lifestyle press.

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