Tuesday, January 24, 2012

New Year, New Gym...in a shipping container?

Happy New Year! I hope you all had lovely holidays. I was able to spend the last month or so back at the homeland in Argentina so Feliz Año Nuevo as we would say!

Now, coming back to a new year we all know come with new resolutions, many of which revolve around fitness and Reebok is one company that is wasting no time.

To promote its new CrossFit line, Reebok has launched "The Sport of Fitness Has Arrived" campaign which includes a 60 second spot from agency McGarryBowen. The ad released a little over a week ago during the NFL Divisional Playoff game between New York and Green Bay. (Yes, I'm sad that SF isn't going to the Super Bowl but go Pats!)

See the spot for yourself that features gyms in containers being dropped all over the world. This in fact will come true as Reebok plans to deliver CrossFit gyms to 50 locations around the world as a way to encourage consumers to test the line during a workout. The line includes co-branded apparel and footwear.

The campaign, which will be the main marketing message for 2012, will also encompass other Reebok products such as RealFlex, ZigTech and EasyTone. Despite the scrutiny on EasyTone for deceptively advertising toning shoes, Reebok has settled for $25 million and will push forward with new creative.

This Spring,New Yorkers can be on the lookout for the CrossFit combined gym and store location opening on Fifth Avenue.

Check out the behind the scenes here:

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