Brandnation named to Reebok intimates and swim PR and influencer programme

By

Nigel TAYLOR

Published
May 28, 2024

London-based brand marketing agency Brandnation has been appointed by performance and lifestyle swimwear and underwear specialist Powerplay Brands to become the voice of Reebok Swim and Underwear.

Powerplay is a key licensee for the Reebok brand.

The agency will deliver an integrated consumer PR and influencer marketing programme targeting a Gen Z audience to support the brand and overall retail distribution across the UK and Europe. 

The brief includes raising awareness of Reebok’s related collections across consumer, performance and broadcast media, it said. 

Daniel Gray, Global Sales and Marketing Director at Powerplay Brands said : “Reebok is one of the most integral performance brands within our portfolio. Working with Brandnation is a key step in levelling up our efforts to increase awareness and generate brand heat in these categories through an integrated approach to press and influencer marketing.”

Brandnation’s Managing Director, Mary Killingworth, added: “Reebok is a great new addition to our ever-growing sport and performance portfolio of brands in the agency. Our unrivalled expertise within these sectors… will put Reebok’s swim and underwear products back into the spotlight.” 

The Reebok brand is ultimately owned by Authentic Brands Group, which works with a series of major partners for the labels it owns, including Powerplay.