The agency will attempt to get the Blacks Leisure Group's more fashionable products (like its North Face gear and its boardwear) onto the fashion pages, a new media target for the firm. It will also try to get its running gear into new year fitness features.
'We want to show that the brand is cool and funky and is not just about camping and cooking on a stove', said The Ideas Network account manager Jessica Proudfoot.
The agency will also try to position the stores as the market leaders in the outdoor retail sector, to take advantage of an expected rise in the number of camping holidays Brits will be forced to take this year due to financial pressures.
The Ideas Network has been brought in for an initial six month contract. The firm previously used Lee Publicity.