Tea & Cake PR has been appointed to handle all UK PR activity for the Cruyff Classics range.
The brand was originally developed in 1979 by the legendary winger.
The agency is charged with helping to promote the new collection, which is launching in the UK for Autumn/Winter 2010.
Harrods and Selfridges will stock the collection in early August. It will also be showcased at Tea & Cake PR's seasonal press days at the Shoreditch showroom from 21 to 23 April.
The agency will promote the brand to consumer and trade UK press.