Reebok Names London's NewGen Its TikTok Influencer Agency for Europe
Reebok has named London agency NewGen its TikTok influencer agency of record across the UK, Germany and France — formalising creator spend around measurable engagement for its 'Born Classic. Worn for Life.' platform.
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On 24 September 2026, Reebok appointed London-based creator agency NewGen as its TikTok influencer agency of record across three European markets — the UK, Germany and France. NewGen will run micro-creator activity for Reebok's "Born Classic. Worn for Life." platform, following a successful test project.
NewGen CEO Mike Craddock and Reebok social lead Robin Simnett confirmed the expansion, which extends a pilot that delivered a 9.3% engagement rate and a +67 sentiment score.
From Ad Hoc to Agency of Record
The headline is not the appointment — it is the structure. Moving from scattered influencer deals to a dedicated TikTok agency of record signals that creator marketing has graduated from experiment to core channel with its own accountability.
The test-first approach is instructive. Reebok expanded only after a pilot produced a hard 9.3% engagement rate. That is how mature brands should scale creator spend: prove the mechanic on a small budget, then commit.
What Brands Should Learn
Micro-creators and localised content are the operative words. Rather than chasing one mega-influencer, Reebok is betting on many smaller, culturally-native voices across markets — a more resilient, less risky model that scales through volume and relevance.
Our view: the agency-of-record model brings consistency and measurement to a channel that too many brands still run reactively. If you are spending on creators without a single owner and a metric, you are leaving both efficiency and learning on the table.
Quick FAQ
What did Reebok appoint NewGen to do?
NewGen is Reebok's TikTok influencer agency of record across the UK, Germany and France, running micro-creator activity for its 'Born Classic. Worn for Life.' platform.
How did the pilot perform?
Reebok's test project with NewGen delivered a 9.3% engagement rate and a +67 sentiment score, prompting the expansion.
The story here isn't a new agency — it's a brand treating TikTok creators as a real channel with an owner and a metric. Reebok tested first, saw a 9.3% engagement rate, then committed. That discipline is exactly what most brands' influencer spend is missing. — Daniel Nikolla, Founder of Merx Marketing
Creator marketing pays off when it's structured and measured like any other channel — not run reactively deal by deal.
Who owns your creator strategy, and what single metric proves it's working?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign UK and Roastbrief.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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