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
’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.