A new Reebok pop-up gym concept recently debuted in London's Shoreditch Boxpark. The CrossFit obstacle course is an experiential activation that Reebok is calling 'The Gym is Everywhere.' The event was organized by Reebok in collaboration with agency M&C Saatchi Sport & Entertainment, while the brand also partnered with UK retailer Whatever It Takes to showcase the new activewear collection at their nearby Shoreditch High Street boutique.
The entertainment-focused branding at the Reebok pop-up includes a stage, large screen playing various brand content and a number of hands-on fitness drills such as a 30-second tire flip sprint. The workouts are led by Reebok ambassadors and aim to get people interested in both the brand's performance-focused activewear and the CrossFit experience.