Reebok appointed Deutsch as its new global creative agency of record.

Reebok’s VP of Global Marketing, Melanie Boulden said, “After a vigorous pitch process, Deutsch’s bold, innovative and unapologetic work stood out as it epitomizes our brand ethos. We are excited to partner with them to continue our mission of becoming the best fitness brand in the world.”

Deutsch’s New York office will lead the business moving forward.

“We love partnering with bold, uninhibited brands, and Reebok is just that: unafraid to defy the norm,” said Deutsch New York CEO Val DiFebo. “We couldn’t be more excited to partner with them in creating a long-term strategy that furthers their mission of changing people’s lives through fitness.”

Reebok started the search for a new agency partner several months after hiring Boulden, formerly at Crayola, in early 2018. San Francisco indie Venables Bell & Partners declined to participate in the pitch after leading the account for four years, according to Adweek.