The agency has been hired to create and co-ordinate sports events and media appearances that will generate coverage across the company’s principal European markets.
It will work with Reebok brand ambassadors such as Olympic gold medalist Kelly Holmes, Manchester United’s Ryan Giggs and US tennis star Andy Roddick.
It will also promote Reebok’s partnership with the 2005 Paris Marathon and US sports including the NFL and NBA.
M&C Saatchi Sponsorship MD Steve Martin is overseeing the account, which will be managed on a day-to-day basis by director Jamie Wynne-Morgan.
The pair have formerly worked on behalf of, or for, rival brand Adidas for more than eight years and the agency was appointed without a pitch.
Martin said Reebok was aiming to ‘strengthen its position in sport’ and that the brand was ‘investing heavily in PR across Europe’.
The agency reports to Reebok Europe V-P of marketing Andy Towne on a contract that commenced this week.
It will devise events and co-ordinate media access to stars, sometimes working with local Reebok-rostered agencies.
Reebok continues to use other PR agencies, such as London-based Cake, which promotes the brand on a fashion and lifestyle theme across Europe.