Unlocking a new audience to affirm brand position
We created the CrossFit games – an experience to excite and unite the fitness community while establishing Reebok as the credible partner for this audience.
By appealing to a fitness audience Reebok could unlock a new community in the cluttered world of sport. People don’t see fitness as a sport. This means that sense of community and excitement around fitness is lost. We set out to create an experience that excites and unites the European fitness community. Consumers needed to view Reebok as a credible partner in their path to excellence in fitness and multiple lifting PBs.
We created the CrossFit games and the tools to tour it around Europe, to assert that fitness was a sport and a wider community. The championship saw 500 elite athletes compete at nine high impact events, with the live final broadcast on Eurosport, uniting the European fitness community and establishing Reebok as it’s partner.
1 million new Facebook posts were made during the championship.