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Reebok 'The Sport of Fitness Has Arrived' Campaign Promotes CrossFit

By: Katherine Vong - Published: Jan 15, 2012 • References: reebok and adage
To promote its growing CrossFit fitness program, Reebok has launched the Reebok 'The Sport of Fitness Has Arrived' campaign, which comprises a 60-second commercial created by McGarryBowen. CrossFit is a fitness program developed by Reebok that combines a number of strength and conditioning activities, including gymnastics, sprints and weightlifting. The program has already spawned 3,500 affiliates in 61 countries, says AdAge.

The Reebok 'The Sport of Fitness Has Arrived' commercial showcases shipping containers being transported across the globe. One opens near the end of the commercial to reveal people inside intensely training and doing a CrossFit program.

Reebok's goal, according to Reebok's VP of brand marketing communications Viktoria Wallner, is to create more mobile CrossFit exercise centers out of shipping containers and deliver them to 50 locations around the world.