Earlier this year we told you about Reebok’s new brand campaign – The Sport of Fitness Has Arrived. By now, many of you have probably seen the TV commercial, in which red shipping containers leave Reebok headquarters in Canton, Mass., and arrive in cities around the world.
If you think you’ve seen some of these same containers, with a big Reebok CrossFit logo, in and around your city, don’t worry – you’re not seeing things! Here is a quick update on the campaign’s status quo.
What’s in the box?
You might have seen the commercial and thought that the containers were a metaphor for how Reebok is growing fitness around the world. And while they are one part metaphor, they are also real, functional mobile CrossFit boxes (what CrossFitters call their gyms). That, plus the fact that they hover from helicopters in the commercial, is one reason why we affectionately refer to them as “drop boxes.”
For even more information on the drop boxes click here.
What has happened so far…
Over the past few weeks, Reebok has been bringing these containers to major cities in Europe, Asia, and North and South America. In early March, we dropped a box right by London Bridge; the next week, the team brought boxes to Beauborg in Paris and Potsdamer Platz in Berlin. If you live in Seoul, you may have seen a helicopter flying a container to its destination near the Olympic Stadium. From Santiago to Mumbai, Toronto to Madrid, New York City to Mexico City, Reebok has literally shown the world that the sport of fitness has arrived. A drop box even made it to the top of the Empire State Building!
In each of the locations, the arrival of the box transformed the location from a museum plaza or busy city street into a temporary CrossFit box. Local affiliates and coaches took celebrities, media and the public through WODs, or workouts of the day, scaling the workouts up or down depending on each person’s fitness level. In Mexico City and Toronto, more than 250 people tackled a WOD at once – while in other cities, we reached capacity on free classes held throughout the day – even though the weather was cold in Berlin and rainy in London.
The journey of the “drop boxes” continues as Reebok continues it’s journey to empower people to be fit for life. In the coming months, “drop boxes” will continue to tour the countries, offering free CrossFit classes at every destination, and playing starring roles in events in Russia, Italy and Japan. They’ll also show up at the Reebok CrossFit Fitness Championships, nationwide competitions that will test your fitness through a series of CrossFit workouts. If you live in Austria, Croatia, Czech Republic, France, Germany, Greece, India, Italy, Mexico, Poland, Serbia, Slovakia, Spain, Switzerland, Russia or the UK, sign up today at www.reebok.com/rcffc to see how fit you are