Reebok has appointed the London office of new media consultancy
Zentropy Partners to take charge of its UK web activity as it prepares
for online competition with Nike and Adidas.
Zentropy will be responsible for developing the main Reebok UK site as
well as related online promotions and viral marketing campaigns.
Targeted at 18- to 25-year-olds, the site is being developed primarily
as a brand and customer relationship management tool, providing general
sports advice and details of the company’s UK product catalogue.
The main umbrella site will feature individual microsites based on
particular sports, as well as detailing the company’s sponsorship
activities, including its boot and kit tie-ups with Bolton FC and
Zentropy London won the business last month without a pitch. Zentropy
Los Angeles currently works for Reebok’s US parent. The UK activity is
being overseen by Nigel Hill, sales operations controller at Reebok
The budget was not disclosed but is believed to be in excess of pounds
Both Nike and Adidas have increased their own online brand activity of
Last year Nike unveiled a new site to back up its grass-roots Nike
Football Park initiative, with activity developed by web house AKQA.
Adidas has since unveiled a site dedicated to running enthusiasts,
developed by Circle.com.
The web address for Reebok’s UK site is expected to be www.reebok.co.uk.