T&P’s Rapier scores big win with Adidas CRM

The&Partnership’s Johnny Hornby took a fair bit of stick when he rescued Jonathan Stead’s below-the-line business Rapier a couple of years ago (creditors were not so rescued). But Rapier seems to be performing in its new majority-owned guise and just won Adidas’ global CRM Running and Training business.

Stead, CEO of the resuscitated agency, says: “Adidas is a dream client. The love of sport continues to grow across the globe for women and men alike. Adidas is an amazing brand and it’s a privilege to be working with Colin Rattigan (Adidas’ VP Customer Engagement) and his team and to play our part in enriching people’s lives.”

Rapier will have team members based in London and Herzogenaurach, Adidas HQ (below), Germany working with Adidas Customer Engagement. The first campaigns should surface in the autumn.

Unusually for such a mega-brand Adidas doesn’t have one global agency with its footprint over everything, as arch-rivals Nike have with long-serving Wieden+Kennedy. Hornby and co will see Rapier’s inroad as a big opportunity.

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