Mcgarrybowen Joins Reebok Roster

BOSTON Reebok on Friday said it added independent mcgarrybowen in New York for overall brand strategy, creative and leadership on its sports performance initiatives.

Arnell Group in New York, which is backed by Omnicom Group and has for two years been Reebok’s lead creative resource, continues to be responsible for lifestyle and non-traditional marketing efforts that take advantage of Arnell’s expertise in design, product development and packaging, the client said.

In addition, the Canton, Mass.-based athletic footwear and apparel company said it will continue to work with independent Leagas Delaney in London on soccer ads in Europe, and with WPP Group’s Geppetto Group in New York on its Reebok Kids business.

“Leveraging the creative expertise of multiple agencies by tapping into their strengths, capabilities and demonstrated knowledge of consumers allows us to effectively customize our messages to be relevant to today’s youth culture,” said Reebok CMO Dennis Baldwin, in a statement.

Reebok offered no further explanation for the shift. Agency executives either could not be reached or declined comment.

The client in Canton, Mass., spends an estimated $100 million annually on global advertising. Reebok spent about $50 million last year on domestic ads and $20 million through July, per TNS Media Intelligence/CMR.