‘The Sport of Fitness Has Arrived,’ Due to Reebok

Reebok has rolled out a global fitness campaign ambitiously called ‘The Sport of Fitness Has Arrived’. With this fully integrated campaign, Reebok is intended to show people that fitness can deliver everything they love about sport.

The highlight of the campaign is CrossFit, the program that is aimed to strengthen health. This fitness movement is popular in many countries of the world and promotes the idea that sport is about community, competition and camaraderie.

Created by New York agency mcgarrybowen, the campaign will share this idea through TV, print, digital and OOH media, as well as consumer events and activations.

“There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport—with all the elements that we love about traditional sports. CrossFit is leading this shift,” said Reebok President Uli Becker. “At Reebok, we believe that fitness can be as exciting and engaging as any sport. In 2012, we are helping deliver this message to the world in a compelling, powerful way.”

The TV ad that features Uli Becker, President of Reebok will be supported with digital media, viral marketing, and experiential and consumer activations. Bringing the idea of the ‘The Sport of Fitness’ into masses, Reebok will deliver shipping containers, which serve as mobile CrossFit gyms complete with equipment for a 15 person WOD (Workout of the Day) to city centers around the world. Additionally, Reebok will promote its fitness key products—RealFlex and ZigTech.

A team of athletes featured in the launch spot, as well as the RealFlex and ZigTech creative, include some of the top CrossFit athletes from around the world, including the Fittest Man on Earth, Rich Froning, and the Fittest Woman on Earth, Annie Thorisdottir.

The partnership between Reebok and CrossFit dates back to 2010. In the end of the last year, two companies that are leading in fitness promotion worldwide have created the biggest 3D painting in the world in London.

This spring Reebok and CrossFit are to open a combined gym and store location on Fifth Avenue in New York. According to Reebok, nearly 1,000 Reebok employees participate in CrossFit.