The effort, launched last weekend, aims to change the way people perceive, define and experience fitness, and “ultimately show the world that fitness can deliver everything they love about sport.”
It revolves around CrossFit, a new strength and conditioning program. Through the methodology of CrossFit, the campaign will unveil a sport that is about community, competition and camaraderie – and delivers results.
The campaign, via mcgarrybowen NY, includes TV, print, digital and OOH, as well as consumer events and activations.
A TV ad kicked it off during Sunday’s NFL Divisional Playoff on FOX between the New York Giants and Green Bay Packers.
The ad begins with a number of shipping containers leaving Reebok HQ in Canton, MA by truck – and being transported around the world by ship, rail and helicopter. In cities across the globe, including Seoul, Moscow and Barcelona, people stop and stare as the containers – painted red with a white delta in the center – pass by. At crescendo, one of the containers lands and a young man opens the door. Through the door the man witnesses people doing CrossFit.
See the spot here:
The ad also includes digital, including a YouTube takeover; guerrilla marketing; and experiential and consumer activations. Reebok will also bring 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, encouraging people to experience “The Sport of Fitness” for the first time – and also demonstrating that CrossFit is something that can be done anytime, at any place.
Following the launch, Reebok will continue to demonstrate how “The Sport of Fitness Has Arrived” through executions for its key fitness products such as RealFlex and ZigTech. These elements, which include TV, print, digital and OOH media, continue the story of the launch spot highlighting the key usage for each of the products.
The partnership between Reebok and CrossFit was forged in 2010.