Social-first creator agency, NewGen, said it has been appointed sports brand Reebok as its TikTok Influencer Agency of Record (AoR) across Germany, France and UK for 2026, following a successful test project across the UK and France.
The initial project saw NewGen deliver influencer activity at scale across local markets, meeting agreed performance, delivery and KPI targets.
Reebok brief
The new appointment will see NewGen lead Reebok’s TikTok influencer strategy across the three European markets, working with creators to connect the brand with new audiences.
As part of the partnership, NewGen was brought on board to deliver a micro-creator campaign, bringing the Born Classic. Worn for Life. campaign to life through a new generation of creators across Europe.
By working with emerging voices rooted in their local communities, Reebok is building stronger relevance with Gen Z and creating more authentic, culturally connected ways for audiences to engage with the brand.
The initial test delivered a 9.3% engagement rate and a +67 positive sentiment score, demonstrating the strength of the approach.
Mike Craddock, CEO at NewGen, said: “We’re thrilled to be working with Reebok across Germany, France and UK following the success of our initial test project.
“Reebok is such a prestigious brand & company, and helping relaunch this brand across creators at scale is an exciting project.
Robin Simnett, Social Media manager at Reebok said: “We’re excited to be continuing to work with NewGen as we continue to invest in the creator market and creator economy. Reebok has an exciting future ahead of itself and this is just the start of our creator journey”.