By the Staff of NYSportsJournalism.com
December 18, 2013: Reebok has a desire to perspire, which goes back to its origins more than 115 years ago; was re-energized in 2012 with creation of "The Sport of Fitness," then was pumped up even farther in 2013.
This past year has seen the division of adidas form alliances with Spartan Race and Les Mills International fitness and team training programs and launch "Live with Fire," a multi-media campaign that includes TV, print, digital and social media that encompasses training running, dance, yoga collections and walking.
This was all in addition to building its CrossFit Games, which holds strength, fitness and endurance competitions worldwide. More than 138,000 people registered to compete in regional events worldwide, with the top 48 men, 48 women and 37 teams meeting in the 2013 CrossFit Games July 26-28 in StubHub Center, Carson, Calif.
Turns out, lot's of people were thinking about CrossFit: It was the second most searched workout-related term on Google in 2013 (behind "Insanity").
The company has also enhanced its position as the official outfitter of the NHL via a deal that currently runs through 2016. It is being highlighted this season with jerseys for the league's outdoor games: the Bridgestone Winter Classic, Tim Hortons Heritage Classic and four games in the Coors Light Stadium Series. The company also has a lead role in the NHL Powered by Reebok Store in New York.
In January, Reebok signed a multi-year pact to become lead sponsor of Spartan Race, co-founded in 2010 by Joe De Sena and Andy Weinberg. The Reebok Spartan Race Series tests competitors in a number of progressively difficult obstacles, ranging from the three-mile-15 obstacle Spartan Spirit to the Spartan Beast and Death Race challenges.
In addition to multi-media support, the alliance includes a signature line of apparel, footwear and accessories.
Reebok has also tapped into its hoops roots, including re-releasing with Shaquille O'Neal a limited-edition of the Shaqnosis (originally available in 1995). It came with support from Foot Locker that included a spot with O'Neal and rapper Tyga, Internet and social media.
"Live with Fire" also reached consumers via such elements as an "Ignite the Fitness Fire" mobile application and support of singer Alicia Keys' global "Set The World On Fire" tour (as well as the Reebok Classic X Alicia Keys collection).
Another key element: Reebok's push behind physical fitness is being driven through BOKS, a free, before-school physical activity program that is currently in about 600 elementary schools nationwide. Reebok said it has invested more than $5 million over the past three years into BOKS and has committed over the next three years an additional $30 million to organizations and activities that promote physical activity and fitness.
“At Reebok, we recognize that the fitness landscape is changing. More and more, people are beginning to see fitness as part of their lifestyle rather than simply an activity,” Matt O’Toole, CMO for Reebok, said in a statement.
Q&A: Reebok Flexes Muscles As A Brand On The Run
Reebok Becomes Title Partner For Spartan
Reebok Signs Global Alliance With Les Mills
Reebok Revisits Shaqnosis With Shaquille O'Neal At Center Stage
Back to 2013 Sports Marketers of the Year