Reebok picks head of Euro sports

Reebok Europe has appointed Levi Strauss marketer Grace Pardy as European marketing director for the sports performance category. She joins the company next month.

Pardy will be responsible for managing the Reebok performance marketing and products across the Europe. She will also handle the brand’s sports partnerships, for instance with the 2005 Paris Marathon, and its relationships with athletes such as runner Kelly Holmes and tennis player Andy Roddick. She will report to vice-president of marketing Europe Andy Towne, who joined the company last year (MW March 4, 2004).

At Levi’s, Pardy was European brand marketing manager for the Dockers brand. Before joining Levi’s, she held a number of jobs at Coca-Cola Great Britain including group brand manager for east central Europe.

Her appointment comes as Reebok increases its focus on lifestyle marketing. It first launched its “Sounds and Rhythms of Sport” campaign, which features a variety of sport and music stars, to support its street-inspired Rbk brand in 2002. The success of the campaign had led to it being rolled out across all of its categories, and Pardy will be responsible for interpreting the message for the sports performance category.

The new strategy has been launched with a £12m television, press and outdoor campaign, starring US rapper 50 Cent. It has been created by New York agency mcgarrybowen and uses the strapline “I am what I am”.

Reebok global marketing chief Dennis Baldwi says the brand aims to connect with young people globally through music, sport and technology. He adds that the strapline aims to sum up that approach by celebrating individuality and self-expression.

Latest from Marketing Week

Marketing through the ages: The 2000s bring the dilemmas of digital

As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Ruth Mortimer was editor in the early 2010s as the impact of digital led to real challenges over scale versus consolidation of power, audience versus context and personal versus personalisation.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here