By Barry Janoff
January 17, 2013: Reebok, which has been promoting itself as the global fitness brand, has signed a multi-year deal to become the title sponsor of Spartan Race, which oversees obstacle racing events around the world.
Financial terms of the pact were not disclosed.
The alliance begins on Jan. 26 with the first event of what is now know as the Reebok Spartan Race Series, being held at Vail Lake Resort in Temecula, Calif.
Under terms of the deal, Reebok, which is a division of adidas, becomes the official apparel, footwear and accessories supplier for the Reebok Spartan Race series, and also will develop a signature line of products, which are being planned for the fall.
Reebok said it would support the alliance with a multi-media global campaign featuring Spartan Race events and participants. The effort will include TV, print, Internet and social media destinations such as Facebook, Twitter and YouTube. Videos will also appear on