The World: Beijing - Mediaedge:cia wins Reebok China media account

Reebok China has handed Mediaedge:cia its media planning and buying account as the sports manufacturer attempts to win a 20 per cent share of the $500 million Chinese sports-shoe market. MEC will handle all channel planning and implementation and will also handle tasks that go beyond basic media planning and buying.

Reebok opened its first standalone shoe store in Beijing in October 2004, ahead of the NBA's first games in China.

In 2004, Reebok signed a sponsorship deal with the Houston Rockets' Yao Ming (pictured), the Chinese basketball player who was sponsored by Nike in his first NBA season.