Carat was already the incumbent on the Adidas account in the U.S. and most of the world -- except in the U.K., where Omnicom's PHD had the business. OMD handled the Reebok media account worldwide. The media review followed Adidas' acquisition of Reebok earlier this year.
Publicis Groupe's Starcom MediaVest Group and WPP Group's MediaCom were in the earlier stages of the review, but both agencies withdrew from the competition.
Executives close to the pitch confirmed Carat's win. Adidas is expected to issue an announcement today.