Nike is planning a London five-a-side competition in May. The event will be backed by a major marketing push, featuring bus-side ads reporting on the latest scores from the tournament.
The Sofa Games will aim to attract young fans by offering alcohol, music, live big-screen football and the opportunity to compete in five-a-side matches - using sofas as goalposts. Reebok's most recent brand ads, created by Lowe, show a man engaged in a fight with a sofa determined to prevent him leaving the house to exercise.
The Reebok events will be backed by store promotions at sports retailer JD-Sports, created by Cake. Reebok will also launch Women's League, a retro-style womenswear range of tracksuits, vests and T-shirts in the colours of the St George's Cross. It will go on sale in May, and will be backed by Cake-created PR and point-of-sale material.
The Reebok and Nike launches form part of a fierce competition between the top sportswear brands ahead of the World Cup. Rival Adidas is the official sportswear sponsor of the tournament.
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