NEW YORK—Sports and lifestyle marketing specialist Alan Taylor Communications has been retained by Reebok to support the brand’s sports public relations business.
ATC will be responsible for leveraging Reebok’s involvement in sports, which includes exclusive partnerships with the National Football League, National Basketball Association and Major League Baseball. In addition, ATC will help promote Reebok’s top athlete endorsees in football, basketball, track and field, baseball and tennis, including Donovan McNabb of the Philadelphia Eagles, Allen Iverson of the Philadelphia 76ers, Olympic gold medal winning heptathlete Carolina Kluft, Red Sox pitcher Curt Schilling, and 2003 US Open Champion Andy Roddick.
ATC will also manage day-to-day product placement opportunities for the brand’s performance footwear, apparel and equipment.
“Retaining ATC is a crucial step Reebok has made to strengthen publicity surrounding our sports assets,” said vice president of integrated marketing Brian Povinelli. “ATC’s expertise fused with our athletic properties creates a winning combination that will greatly increase Reebok’s sports press coverage.”