Agency

NewGen Named Reebok’s TikTok Agency of Record Across the UK, Germany, and France

Published on September 25, 2026

Social-first creator agency NewGen has been appointed TikTok Influencer Agency of Record for Reebok across Germany, France and the UK for 2026, following a test campaign in the UK and France that met the brand’s performance and delivery targets.

The appointment will see NewGen lead Reebok’s TikTok influencer strategy across the three markets, with a mandate to connect the brand with new audiences through creator partnerships. The initial project centered on a micro-creator campaign built around Reebok’s “Born Classic. Worn for Life.” platform, enlisting creators rooted in local communities to build relevance with Gen Z audiences. That test delivered a 9.3% engagement rate and a positive sentiment score of +67, according to the companies.

“We’re thrilled to be working with Reebok across Germany, France and the UK following the success of our initial test project,” said Mike Craddock, CEO at NewGen. “Reebok is such a prestigious brand and company, and helping relaunch this brand across creators at scale is an exciting project.”

Robin Simnett, Social Media Manager at Reebok, said the company plans to keep investing in creator marketing. “We’re excited to be continuing to work with NewGen as we continue to invest in the creator market and Creator Economy,” Simnett said. “Reebok has an exciting future ahead of itself, and this is just the start of our creator journey.”

The Reebok deal extends a run of multi-brand agency appointments for NewGen. In August, Premier Foods named the agency to lead social strategy across four of its brands, Mr Kipling, The Spice Tailor, Sharwood’s and Loyd Grossman, with a similar focus on organic-first, platform-native content over repurposed campaign assets. NewGen’s client roster also includes PepsiCo, Samsung, Galderma, P&G and Activision Blizzard.

Founded in 2015 by Craddock and Chris Parnell, NewGen operates from London, Manchester, New York and Paris and employs 95 people. The agency received a multi-million-pound investment from BGF in 2024 that it has put toward its technology platforms, data capabilities and international expansion.