SBD/January 9, 2012/Marketing and Sponsorship

Reebok, McGarryBowen Link Again For New Campaign To Debut In Coming Weeks

Reebok and ad agency McGarryBowen have “quietly reunited, and a new global brand campaign for the sports-apparel and equipment retailer is expected to debut in the coming weeks,” according to Parekh & Morrison of AD AGE. Kantar reported that Reebok in ’10 “spent a total of $75 million on domestic measured media.” That number “seems to have dipped a bit for 2011; spending from January through October was about $50 million.” But globally the overall spending “is likely to be much higher.” Reebok in ’04 “switched various creative assignments to McGarryBowen.” After some “time though, the relationship weakened, and in March 2009, Reebok announced it had appointed DDB Worldwide as its lead creative agency, to service the business from hubs in Chicago, Berlin and Hong Kong” (, 1/6).

THUMBS UP: adidas CFO Robin Stalker said that the company is “pleased” with its full-year ‘11 sales as the “world's second-largest maker of sports apparel targets record revenue.” Stalker: "We had raised the outlook several times in the course of the year and now can be very satisfied with the result." adidas is due to publish its ‘11 results on March 7 and the company has said that it “expects earnings per share growth of 10-15 percent in 2012, driven by the UEFA European soccer championship in Poland and Ukraine and the Olympic Games in London” (REUTERS, 1/7).
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