'Activchill' is the name of a new line from Reebok that's designed to keep wearers comfortable even during sweaty activities with cool-to-the-touch fabric, high breathability, and moisture control features. In order to promote the cooling new activewear items to the public, Reebok set up a station at the Salon Body Fitness Paris expo that involved a stationary "assault bike."
Daring people were challenged to ride the stationary bike for a full two minutes in order to unlock Activchill items to take away. To make the challenge more interesting, the bike was hooked up to sensors to melt a block of ice in proportion to how much energy was being exerted by the rider.
Prior to this, Reebok launched a billboard that also challenged the public to test the limits of their bodies in order to walk away with free gear.