Sports nutrition company PowerBar has named Baltimore-based IMRE as its Agency of Record for social media, public relations and creative services.

“We are thrilled to add a major global consumer brand in PowerBar to IMRE’s roster of sports clients,” said IMRE President Mark Eber. “As integrated Agency of Record, our creative, PR and social marketing expertise will help reinvent a brand that has been the leader and creator of the booming sports nutrition category.”

“As PowerBar evolves and looks to bring its brand message to life, we feel that IMRE is the best partner to help us do that,” said PowerBar Marketing Director Eric Zaltas. “Their unique creativity within the digital and social space, and their reputation as a smart, innovative agency made them the perfect fit to take our brand to the next level.”

PowerBar is headquartered in Glendale, CA. An IMRE representative said the majority of the work will be handled by the Baltimore office with support from the firm’s New York, Raleigh and LA offices.

IMRE has provided project support for PowerBar over the past 18 months, including a digital campaign for PowerBar’s TOUR de France sponsorship in 2014.