Sportswear brand Reebok has appointed Leagas Delaney to help to relaunch its football business across Europe.
The project does not affect Reebok’s relationship with its agency of record, Arnell Group, New York.
The move marks a return by Leagas Delaney to sports marketing. The agency handled Adidas advertising until late 2001.
The brand’s last football work in the UK was created by Lowe, which has not worked on any part of the account since 2001.
The latest creative work for Reebok has been developed by the Arnell Group, which is responsible for the global direction of the brand.
It is understood that Reebok is intent on aggressively building its share in the lucrative football market. The market is dominated by Adidas and Nike through sponsorship and sports deals across Europe.
The multi-million pound project is being handled by vice-president of marketing Andy Towne and Roy Gardner, European marketing director for the Rbk brand.
This summer Reebok has focused its marketing strategy on its Rbk brand, which is promoted by music stars and footballers such as Manchester City player Nicolas Anelka. It has invested £6m in a poster, bus-side and bus-shelter campaign to promote the brand (MW July 15).