Adidas Consolidates Media at Carat

NEW YORK Athletic footwear giant Adidas-Saloman has consolidated its estimated $200 million global media business at Aegis Group’s Carat following a review, sources said.

The search was launched in February, just one month after Adidas acquired Reebok for $3.8 billion.

Four contenders had been vying for the combined media chores. They were: Carat (the lead media agency for Adidas); the Omnicom Group team of OMD and PHD (both Reebok shops); Publicis Groupe’s Starcom; and WPP Group’s MediaCom, according to sources.

Adidas, which is based in Germany, could not immediately be reached for comment and Carat officials did not return calls.

Separately, each brand in the past has spent about $100 million annually in global measured media, per sources.