Showing posts with label EasyTone. Show all posts
Showing posts with label EasyTone. Show all posts

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]

Thursday, September 29, 2011

28% More Ass Power

I can't say I'm surprised.



The Federal Trade Commission announced that it's reached a $25 million settlement with Reebok after charging the company with deceptive ad practices. The price tag makes this one of the largest false advertising settlements ever.

Reebok had claimed that EasyTone shoes would deliver, among other things, a 28% boost in butt strength as compared to other shoes. But these numbers were evidently just pulled out of Reebok's butt. The company, the FTC found, couldn't back up its claims of molding a "better butt with every step."



But come on: Did anyone really believe wearing these clunky shoes ("with balance ball technology!" -- whatever that is) would magically lead to a 28 percent firmer, tighter ass?

Regardless, I wish I could say that Reebok'll be ditching these awful shoes to focus on its CrossFit line, but given the profitability of this horribly gimmicky footwear, I get the feeling these "toning" shoes'll be around for a long, long time.

Friday, June 3, 2011

A Sneak Peek: Reebok's CrossFit Shoes

Reebok's CrossFit-specific shoes were on display at the NorCal Regionals today.


They were behind glass, so we couldn't hold them, try them on, or caress them lovingly, but they appear to be pretty legit nonetheless.


The soles of these shoes look more substantial than those of most barefoot shoes, so if you're a fan of working out in Vibram FiveFingers, Reebok's offerings may not be your cup of tea. If you want your feet closer to the ground, go with New Balance Minimus kicks instead

But relatively speaking, the heels on the Reeboks don't appear to be unstable or super-cushioned. My eyeball-estimate is that the drop from heel to toe is relatively minimal -- not unlike Inov-8s. POSE running shouldn't be a problem in these babies.


Even more important (especially for those of us with wide feet): The Reebok CrossFit shoes have a visibly wider toebox than most shoes I've seen (outside of the Minimus or Merrell Trail Gloves).


Plus, these shoes don't feature the smushy-looking rubbery nubs on the bottom of Reebok's recently-released ReeFlex shoes. Instead, the tread on the bottom of the shoes look to be just enough to grip the surface of a plyo box or lifting platform without causing one's feet to slip 'n slide.


Close up, the fabric of the uppers look breathable and light. In fact, they look very much like a hybrid of Inov-8s and Minimus shoes. You know: Shoes that CrossFitters love.


Of the ones that Reebok had on display, my favorite were the red-and-black ones -- mostly because they remind me of an old pair of skate shoes I had in seventh grade.


I remain a little concerned, though, that Reebok will continue to rely on unnecessary gimmicks to market their shoes. (See, e.g., Reebok's Pumps, Zigs, EasyTones, ReelFlex, etc.) To appeal to the CrossFit community, there's really no need for Reebok to hype "features" that are more marketing-driven than useful. We're not that stupid, you know. (Well, maybe I am, but you're not.)


Case in point: Reebok's CrossFit shoes  feature "U-Form" technology -- which means you can bake your new shoes in your oven, then take 'em out and put 'em on. The insides will magically mold to the unique contours of your feet.

But do you know of a single CrossFitter who's been clamoring for this feature? This feels like a marketing ploy tacked-on to an otherwise solid shoe, and one that potentially detracts from its authenticity and attractiveness to those of us in the CrossFit community.

Incidentally, there are already companies that sell orthotic shoe inserts that utilize this easy-bake technology. Unfortunately, these inserts unnaturally prop up arches and get in the way of ground-feel. They ultimately weaken people's feet. Why would CrossFitters -- especially those who've read Born to Run and swear by barefoot running -- care one whit about such a feature?

Besides, I don't EVEN want to know what'll happen if you work out in scorching weather in these shoes. (Kidding.)


Still, you know me: I'm a total shoe whore, and I'll definitely be picking up a pair when they're released later this year.

On the other hand, I don't think I'm going to shell out for Reebok's Olympic weightlifting shoes until the company can convince me why they're better than other shoe companies with much greater expertise in constructing Oly shoes. But I have to admit, they look pretty sweet.

[UPDATED 7/31/11: Okay, I saw the Oly shoes at the CrossFit Games this weekend, and they are awesome. They're light, with a super-flexible forefoot, which allows athletes to use 'em in WODs that combine lifting with box jumps, double-unders, and other movements that have typically discouraged the wearing of clunky lifting shoes. I can't wait to get a pair.]


More on the Regionals tomorrow. 

Must. Sleep. Now.

Friday, April 15, 2011

Why the Reebok-CrossFit Partnership Ain't Such a Bad Thing


When a new partnership between CrossFit and Reebok was announced last November, it wasn't at all clear how this would affect the global CrossFit community -- and as a result, plenty of hand-wringing ensued. After all, there's always reason to be wary of big corporate interests, right?

But you know what? Perhaps we're still in the honeymoon phase, but so far, so good.

Over the past few months, we've gotten a (slightly) better sense of how Reebok sees its role in the CrossFit world. The sportswear company began sponsoring elite CrossFit athletes like Graham Holmberg, and is now ponying up as the primary sponsor of the 2011 Games themselves. And it's done so without intruding or distracting from the CrossFit experience (other than drawing attention to its weird-looking shoes in CrossFit Games videos).



To date, concerns about the company watering down the CrossFit experience appear to have been unfounded. The affiliate community is as robust and independent as ever -- and no one from Reebok or CrossFit HQ is pushing those atrocious-looking Zigs down our throats. (Good thing, too: A shoe that actually ENCOURAGES heel-striking to "send a wave of energy...to help propel the athlete forward with each step" sounds like a hot mess.)


In addition, some gym owners initially expressed fears that the company would launch a fleet of Reebok-branded CrossFit boxes to compete with independent affiliates -- but other than the one CrossFit gym run by Reebok for its employees, there haven't been any signs that the company plans to muscle in on affiliate owners' turf.



If anything, Reebok has come across as being extremely deferential to the CrossFit community's expertise. Indeed, as Kate "Killer" Rawlings pointed out in a recent blog post on SICFIT, the company has been actively engaging CrossFit athletes to help guide the direction of the partnership:
Over the last several months Reebok has had several CrossFit athletes visit their box, Reebok CrossFit One, help lead a class, participate and more importantly, provide their input on the community at large, affiliate relationships, training programs, trends, equipment, shoes, sports bras. You name it.
Reebok is genuinely working to support and grow the community, and they’re doing it the right way, from the ground up. I think the best part of the Reebok CrossFit relationship is that it is being steered by Reebok, but navigated by their athletes.
From my vantage point, it looks like Reebok's philosophy is to hitch its wagon to CrossFit -- not to drive the car.

But why, you ask, would a big-ass company -- a subsidiary of an even bigger-ass company -- be willing to take the back seat to a (relatively) small, loosely-organized group of sweaty athletes and small business owners?

My answer (and my take on Reebok's RealFlex shoes) -- after the jump.