Saturday, January 14, 2012

"The Sport of Fitness Has Arrived"

Football fans: Watch for the new Reebok CrossFit commercial during the Giants-Packers NFC divisional playoff game tomorrow.

You've got to hand it to Reebok -- the company's throwing itself into its partnership with CrossFit. AdAge just ran a piece on Reebok's new marketing campaign for CrossFit, and it's full of interesting tidbits. The ones that jumped out at me:
  • In April, Reebok's opening "a combined gym and store location on Fifth Avenue in New York."
  • Reebok plans to "outfit shipping containers as mobile CrossFit gyms and deliver them to 50 locations around the world, as a means of encouraging people to try CrossFit."
  • "The Sport of Fitness Has Arrived" campaign will be Reebok's main marketing push for 2012, [Reebok marketing VP Viktoria] Wallner said. It will also highlight other Reebok products, such as RealFlex, ZigTech and EasyTone." (EasyTone? As part of "The Sport of Fitness Has Arrived" campaign? Really?)
What do you think? Awesome? Or worrisome? And how long before Kenny Powers adds his two cents about the sport of fitness not being a "real sport"?

[Source: AdAge, CNBC]