Reebok has appointed former Helly Hansen and Adidas marketer Roy Gardner as European marketing director for its Rbk range, in a move that reinforces the company’s commitment to the sub-brand.
Gardner, who will take on the role imminently, has been a consultant for Adidas since leaving Leeds United Football Club in March 2003, where he was head of marketing.
He joined Leeds from outdoor clothing brand Helly Hansen, where he was head of communications. He has also held the post of UK head of brand communications for Adidas.
Gardner joins fellow former Helly Hansen and Adidas marketer Andy Towne, who moved to Reebok in March as vice-president of marketing for Europe, Middle East and Africa (MW March 4).
His appointment also follows the promotion of Michael Price from consumer marketing manager to UK marketing director at the start of this year (MW January 15).
The street-inspired Rbk range is a key part of Reebok’s product strategy, alongside its other sub-brands performance sports and Reebok Classics.
Reebok has focused a lot of its marketing efforts on Rbk and has signed up a number of high- profile US rap-stars, including Jay-Z and 50 Cent, to design their own ranges.
In the UK, the brand has signed up all-girl pop trio Mis-Teeq to front the first promotional push for its Sounds and Rhythms campaign, which aims to associate the Rbk brand with the music scene.