In early December 2012, the Reebok CrossFit Competition took place in London, England and saw teams from the USA and Europe face off in a variety of fitness challenges.
This competition was a branded event held by Reebok in an effort to make in roads on the performance market demographic that Nike holds so much of. To do this, Reebok compiled two teams of the best crossfit athletes (both male and female) from both regions and flew the US team to London for the competition. They competed inside the Excel Center.
The athletes competed in variety of fitness exercises including dead lifts, chin ups and the rings. At the end of the competition, the American team came out on top, but one competitor commented that it was a very close race.
What's Driving This Trend
- Crossfit Global Competitions
- The increasing popularity of Crossfit has created a trend of global competitions, creating opportunities for global sponsorships and partnerships.
- Brand-branded Events
- Companies are creating branded events to tap into a specific market demographic, creating opportunities for partnerships and sponsorships.
- Fitness Challenges
- Fitness challenges are becoming increasingly popular, creating opportunities for partnerships and sponsorships.
Who This Affects Most
- Athletic Apparel Industry
- The athletic apparel industry is becoming increasingly competitive, creating opportunities for sponsored events and athlete endorsements.
- Fitness Industry
- The fitness industry is growing and evolving, creating opportunities for sponsorships, partnerships and branded fitness challenges.
- Global Sporting Events Industry
- Global sporting events are increasingly popular, creating opportunities for sponsorships and partnerships for brands looking to tap into the global sports market.
