Reebok hires Naked to produce range of special UK projects

Reebok has appointed Naked Communications to work on a series of special projects across the UK and Ireland.

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


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


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.