The sportswear manufacturer has brought in Naked to look at all aspects
of its non-advertising activity, including developing events themed
around its advertising.
The appointment of Naked does not affect Initiative Media, which handles
media planning and buying for the sportswear manufacturer.
Naked's first task is to work alongside the urban communications agency
PD3 on developing an event in Ireland inspired by Lowe Lintas' "escape
the sofa" television campaign. It is launching an event called the
Reebok Sofa Games, which will attempt to establish Reebok as a street
wear brand.
The agency has a brief to develop other events and non-advertising
activity. It is also working with Reebok on a website to support the
Sofa Games idea.
John Harlow, a managing partner at Naked, said: "We are working broadly
across Reebok's communications strategy looking at all kinds of special
projects."
With its "belly" and "escape the sofa" spots, Reebok is attempting to
develop a brand image that stands out from its competitors.
Naked has been brought in to create this impact through non-traditional
media.
The Sofa Games idea involves transforming sofas into goals for
five-a-side football, and includes performances from top DJs. It plans
to support the event with flyers and six-sheet posters.
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