Birmingham-based S&X has been appointed UK PR agency for global footwear and clothing band New Balance.
It comes as the agency lost a key contract to support the marketing on Birmingham’s new library.
London firm Colman Getty, which works for Harry Potter author JK Rowling, has secured the £292,000 three year contract, replacing S&X.
The New Balance appointment, which was made following a four-way pitch, will see the Jewellery Quarter-based firm deliver the communications strategy and media relations for New Balance’s UK subsidiary.
The move is not the first time the two firms have worked together – S&X previously worked with New Balance in 2006, managing a European campaign to mark the brand’s 100th anniversary.
The reappointment sees the agency tasked with supporting the growth of New Balance’s brand in the build up to 2012, a monumental sporting year which will see the Olympics held in London.
S&X will implement a series of PR activities and collaborations to amplify the ‘Made in UK’ proposition for New Balance, which manufactures at its factory in Flimby in the Lake District.
The site in Cumbria employs more than 210 people and produces 28,000 pairs of shoes a week.
S&X’s campaign will include media activity with New Balance-sponsored athletes, including British middle distance runner and Olympic hopeful Andy Baddeley.
S&X said the agreement with New Balance further enhanced its reputation as sports and lifestyle specialists, with the swimwear brand Speedo already on the agency’s current portfolio of retained clients.
Samantha Matthews, UK marketing manager for New Balance, said the agency’s previous work with big sports brands would help with the new contract.
She said: “S&X’s experience working with international sports brands and at major sporting events will be an invaluable resource in helping us strengthen the New Balance brand in the UK market, particularly in the core area of running. We’re looking forward to welcoming them to the team.”
S&X director Paul Phedon said the agency was happy to be working with New Balance again.
He added the advent of the Olympics in 2012 meant it was an exciting time to be working with the brand.
“We are on the cusp of a thrilling time for sport in this country, and we look forward to working closely with New Balance to leverage the many opportunities through creative communications,” he said.