The Reebok account is led by director Ben Jones, who previously worked for the brand at Cake.
Freewheelin's resignation of Converse has prompted the trainer brand to take its PR in-house.
Cake continues to handle Reebok's UK lifestyle and sport PR account, a role it has also held for four years, working on high-profile campaigns including partnerships with hip-hop stars 50 Cent and Jay-Z.
Jones was awarded the pan-European consultancy aspect of the brief when he left Cake in January 2005. The account then transferred to Freewheelin' when Jones joined last October.
Before joining Freewheelin', Jones worked on personal projects, including a spell at BMB, the advertising agency founded by Trevor Beattie.
Freewheelin' now runs Reebok's European press office and acts as its European strategic consultancy, overseeing press teams in
individual countries. The development has prompted Converse's UK distribution company Focus International to create an in-house comms team. Focus's other brands include Ecco shoes and Zoo York clothing.
It has appointed Katie Gilbert – previously at the Ecco office in New York – as PR manager. Matt Winton, whose background is in fashion, will now handle product placement, with Stephen Paul taking the title of showroom manager.
The team reports to marketing manager Andy Reid, based at Focus International's Huddersfield office. It will operate from a Converse 'showroom for stylists and the media', set to open in March in Camden, London.
Reebok's European sport PR is handled by M&C Saatchi Sponsorship. Adidas announced its intention to buy Reebok six months ago.