M&C Saatchi has been its pan-European sports and entertainment adviser for two years.
The move is part of a review of agency relationships following its acquisition by Adidas in 2005.
Reebok’s pan-European lifestyle account stays with entertainment agency Freewheelin’ Media, a relationship that is not under review.
M&C Saatchi won its contract after a competitive pitch and starts work on the account on 1 February.
Cake said it declined to take part in the repitch.
M&C Saatchi has recruited Hill & Knowlton account director Jo Bayles to work on the account. She previously worked on Adidas.