Global sports brand boo.com to appoint BMP DDB for launch

boo.com, the global sportswear website backed by the Benetton family and the LVMH chairman, Bernard Arnault, has chosen BMP DDB to run its pounds 15 million global advertising account.

boo.com, the global sportswear website backed by the Benetton

family and the LVMH chairman, Bernard Arnault, has chosen BMP DDB to run

its pounds 15 million global advertising account.



The mould-breaking e-commerce venture aims to become the first site to

sell sports brands in the same way as a fashion retailer.



Founded by three Swedish entrepreneurs, Ernst Malmsten, Kajsa Leander

and Patrik Hedelin, the company is based in London’s Carnaby Street, and

unveils its site later this month.



boo.com will stock tens of thousands of products, including brands such

as Puma, North Face, Converse, Umbro and DKNY Active, as well as cult

labels like Cosmic Girl and Fubu.



The site will initially target users in the US, UK, France, Germany and

Scandinavia.



’This is one of the few sectors of internet retailing that no-one’s

doing at the moment and we want boo.com to be the number one brand,’ its

founders said at the launch.



A TV, press and poster blitz is scheduled for this summer, with work

created by BMP DDB and distributed via the DDB network. Media planning

and buying will be handled by BMP OMD.