Reebok Hands Organic Online Duties

NEW YORK Reebok International this week expanded its project-based relationship with Organic, naming the New York i-shop as its online agency.

As part of its duties, Organic is expected to revamp Reebok.com and enhance the brand’s image online. Billings were not disclosed.

Over the past year, the interactive agency has worked with the Canton, Mass.-based athletic footwear marketer on assignments, such as a micro-site for the Answer 5 shoe and the Rbk.com Web venue.

Currently, Reebok is leveraging its “Terry Tate” Super Bowl spot on the Web by featuring short films of the “office linebacker” at www.terrytate.reebok.com. Since the ad first aired on Jan. 26, Reebok said that 1.9 million consumers have visited its Web site and 1.6 million have downloaded the first of Tate’s four digital films. The second, “Draft Day,” will roll out on Monday. Hypnotic, an entertainment production company, created this section of Reebok’s site.

The commercial, created by Omnicom Group’s Arnell Group in New York and Hypnotic, features Terry as an overzealous office manager who “punishes” co-workers who perform poorly. Another spot that stars Terry and parodies Nike’s “Streaker” ad debuts Wednesday night.

Though Organic is in line to gain more assignments from Reebok, Hypnotic in New York and Los Angeles will continue its online work for the client, as will Hollywood-based Zentropy Partners, according to a client representative. McCann-Erickson WorldGroup’s MRM Partners Worldwide interactive unit handles local adaptation in Europe.