Reebok has been talking about empowering everyone to be fit for life for some time now…this weekend, Reebok’s Global Brand Marketing team brought this message to the world with the launch of Reebok’s new brand campaign, The Sport of Fitness Has Arrived. With the campaign, Reebok ushers in a new era of fitness, changing the way people perceive, define and experience it, by showing that fitness is a sport.

The campaign builds upon Reebok’s heritage as a fitness brand to communicate that fitness can be as exciting and engaging as any sport. The idea of fitness as a sport is embodied through Reebok’s partnership with CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand. and the culture of community, competition and camaraderie that it builds.

The new campaign kicked off yesterday with a TV commercial in the US during the NFL Divisional Playoff between the New York Giants and Green Bay Packers on FOX. Additionally, the spot was seen on NBC during the Golden Globes this Sunday evening in the US. The campaign will subsequently roll out across our global markets over the next few months.

“We want our communications to be honest and true to CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand.”

Victoria Wallner, VP-brand marketing communications at Reebok, said in interview (AdAge.com: “Watch the Spot: Reebok Highlights CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand. Connection in New Campaign“), that “the aim is to make CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand. simply more accessible, rather than fully mainstream. […] We want our communications to be honest and true to CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand., the brand, the athletes and the community. We had to get to know each other first. […]We had to learn internally what CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand. was all about”. And this is what Reebok did very well. According to CNBC, “Reebok has quietly built up a steady relationship with CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand..” To learn more about how Reebok connects internally with CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand. click here. Initially Reebok got involved in CrossfitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand. through a personal experience of Matt O’Toole, Chief Marketing OfficerThe Chief Marketing Officer (CMOThe Chief Marketing Officer (CMO) is an executive responsible for various marketing activities in an organisation. Most often, the position reports to the Chief Executive OfficerThe Chief Executive Officer (CEOThe Chief Executive Officer (CEO) of a company is the highest-ranking corporate officer and in charge of total management of an organisation.) of a company is the highest-ranking corporate officer and in charge of total management of an organisation..) is an executive responsible for various marketing activities in an organisation. Most often, the position reports to the Chief Executive OfficerThe Chief Executive Officer (CEOThe Chief Executive Officer (CEO) of a company is the highest-ranking corporate officer and in charge of total management of an organisation.) of a company is the highest-ranking corporate officer and in charge of total management of an organisation.. at Reebok. To learn more about this click here.

Both, Victoria and Matt, are doing CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand. on a regular basis – just like many employees around the globe. More than 400 employees a week complete Workouts of the Day (WODs) and nearly 100 employees have completed CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand.’s level 1 trainer courses (with tendency continuously to rise). Speaking of people who are crazy about CrossFitCrossFit is a strength and conditioning programme with constantly varied, high-intensity, functional movement with the goal of improving fitness. CrossFit is closely associated with the Reebok brand.: Check out the video above one more time and stop it at 0:04 seconds. Do you know who this guy is? Exactly: Uli Becker, President of Reebok.

You became curious? In this case check out the behind the scenes footage of the video, too.