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Rock-it lands Adidas and Guess AOR accounts

Two lifestyle fashion brands team up with Toronto PR firm

Sportswear brand Adidas and clothing and lifestyle brand Guess have named Toronto-based public relations firm Rock-it Promotions as their Canadian agency of record.

Adidas was previously with DDB Canada. Guess was with Lotus Leaf Communications, which recently ceased operations as a PR and social media agency.

Rock-it Promotions won a competitive bid for the Adidas account. The agency will manage all public relations activity for the brand’s campaigns in Canada, contribute to brand strategy, support product launches for the men’s and women’s Sport Performance and Originals lines and work on certain sponsorships.

“We were tasked to come up with the best creative ideas around the Adidas women’s running and men’s soccer lines via a brief that included new merchandise introductions and the upcoming UEFA Euro 2016 this summer,” said Kate Makinson, senior director of communications at Rock-it Promotions.

Before Guess selected Rock-it as AOR, the fashion brand had worked with the agency on a social media campaign with fashion, travel and style blog Jetset Justine. That led to more detailed AOR conversations, Makinson said.

Rock-it has been tasked with boosting awareness for the brand in Canada and ensuring its public relations efforts are aligned with the brand’s marketing, advertising and promotional initiatives, Makinson said.

The agency will also focus on Canadian media relations, overall brand strategy, seasonal previews and events, influencer engagement for Guess.

Other Rock-it fashion accounts include Toronto Fashion Week and Tommy Hilfiger, while the agency’s other clients include The Baycrest Foundation, Broadview Hotel, Zwilling Canada and Tweezerman Canada.

“We’re focused on acquiring more global brands while still representing local, homegrown entrepreneurs and their businesses,” said Dinah Deif, Rock-it Promotions’ vice-president.

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