Reebok’s global CrossFit campaign hits Toronto in nine days.
And I’ll be there for the highly anticipated launch.
Here’s the press release:
The Sport of Fitness Has Arrived
Reebok launches global campaign in Canada at Yonge and Dundas Square
The 2011 and 2010 Fittest Man on Earth to visit Toronto
On Wednesday, February 22, a 15,000-pound shipping container – like the mobile CrossFit experiences featured in the new Reebok commercial – will be suspended by an industrial crane 20 feet in the air over the popular downtown landmark, dropping to the ground at noon EST for a public reveal.
With the new, fully-integrated marketing campaign, Reebok is aiming to change the way people perceive, define and experience fitness, and ultimately show the world that fitness can deliver everything they love about sport. At the heart of the campaign is CrossFit®, the revolutionary strength and conditioning program.
With a focus on community, competition, camaraderie and delivering amazing results, CrossFit is one of the fastest growing fitness movements in the world.
On Wednesday, January 25, Reebok took fitness to new heights by hosting the first ever CrossFit workout of the day on the 1,050 foot high outdoor observation deck of Empire State Building in New York City. The next day, Chase Crawford, Elizabeth Banks, Edward Burns and Paula Patton joined Rich Froning Jr. and Annie Thorisdottir, the 2011 Fittest Man on Earth and the 2011 Fittest Woman on Earth for the US media launch event.
“At Reebok, we want to change the way people perceive and experience fitness. Many people feel that fitness can be a tedious and uninspiring chore, and we are out to prove it doesn’t have to be that way,” said Uli Becker, president of Reebok.
“And that’s what we want to show at our event inToronto – that fitness, through CrossFit, has all the elements that fuel people’s love for sport – community, competition and challenge.”
Consumers who want to learn more will be able to experience CrossFit in a 2,400 square foot tent at Yonge and Dundas Square. Products from the new Reebok CrossFit apparel and shoe collection, which will be available at Canadian retailers in July 2012, will be exclusively sold at the tent on Thursday, February 23 and Friday, February 24.
Click here to watch the “The Sport of Fitness Has Arrived” commercial.
There are nearly 200 CrossFit gyms across Canada, including three Reebok CrossFit boxes: Reebok Crossfit YUL in Montreal, Reebok CrossFit FirePower in Milton (Ontario), Reebok CrossFit 306 in Saskatoon and a soon to-be-launched Reebok CrossFit Liberty Village in Toronto.
Please visit map.crossfit.com to find local CrossFit affiliates.
Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied heritage in running, training and fitness. A subsidiary of the adidas Group, Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For moreinformation, visit Reebok at www.reebok.com.
CrossFit, Inc. is the world’s foremost developer of functional fitness programming and a leading accredited certificate issuer for physical training professionals worldwide. Founded by Greg and Lauren Glassman, CrossFit® is the principal strength and conditioning program for hundreds of accomplished and professional athletes and hundreds of thousands of individuals seeking to achieve elite fitness.
CrossFit offers specialty certificate courses and programs, including the CrossFit Kids program; publishes the CrossFit Journal; and created and operates the CrossFit Games, an annual event which seeks to find and crown the Fittest on Earth™. There are currently more than 3,000 affiliated gyms in the global CrossFit training network.
For more information, please visit
CrossFit is a registered trademark and 3,2,1..Go! and Fittest on Earth are trademarks of CrossFit, Inc. in the U.S. and/or other countries.