Why Reebok is betting on CrossFit

Focus
- Why Reebok is betting on CrossFit
- 05/10/2012
- Sam Shaw


Can CrossFit get Reebok into shape? Arctic Warrior, Creative Commons (2011) ©

Scope
With the step-aerobics fad fully dissipated, and an unconvincing attempt at court and field sports, Reebok has slowly been losing relevance among consumers – which has manifested in five years of slipping sales. In September 2012, Reebok lost a ten year $10 million NFL contract to Nike, and saw their 2015 sales forecast slashed by one third down to €2 billion. [1] The brand is in trouble.

To revive its fortunes, Reebok has been forming a new alliance with CrossFit, a rapidly expanding underground fitness community and the manner in which Reebok have integrated provides a blueprint for any brand hoping to marry with a community of interest.

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Industry	Advertising & branding Behaviour Social networking Sport Apparel retailers
Location	Global
Keywords	Being+ Hyperawareness of Health Social Participation True Stories Reebok CrossFit

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