Reebok debuts CrossFit marketing campaign
Reebok, the Canton-based athletic footwear and apparel brand, said it is debuting a marketing campaign titled “The Sport of Fitness Has Arrived.”
At the center of the campaign is CrossFit, a strength and conditioning program that was the subject of a recent Globe story.
According to that story, Reebok has partnered with the CrossFit brand. CrossFit combines sprinting, gymnastics, powerlifting, kettlebell training, weightlifting, rowing, and medicine ball training, among other activities.
The program is gaining traction as one of the fastest-growing fitness movements in the United States. Reebok, which helped spearhead the aerobics craze of the 1980s, sees CrossFit as an opportunity to be at the forefront of a fitness revolution.
The marketing campaign was created by New York ad agency mcgarrybowen.
Chris Reidy can be reached at reidy@globe.com.
