LONDON—Foot Locker has moved UK and pan-European PR duties to M&C Saatchi PR as it steps up regional expansion.

The sports retailer hired the agency following a competitive review that included five agencies. The $300k brief was previously held by Frank PR.

According to Creative Brief, which oversaw the review, Foot Locker is aiming to modernise its PR activity. M&C Saatchi PR will aim to amplify Foot Locker’s sneaker expertise and range through PR campaigns in the UK and will also run the European co-ordination and PR strategy across Europe.

Last year, the company acquired German athletic store and online retailer Runners Point Group for $254m, as part of an effort to grow its operations in Europe. 

“The footwear retail market is incredibly competitive and it’s a challenge for brands to stand out," said M&C Saatchi PR global CEO Molly Aldridge. "Our focus is to bring to life Foot Locker’s unparalleled understanding of sneakers and their ability to curate collections that offer an option for everyone."