Reebok opens a CrossFit box in Massachusetts as the first step in a growing partnership with CrossFit. Kevin Daigle reports.
Canton, Mass.—In late 2010, the garage door rolled up and the very first athletes set foot in Reebok’s CrossFit box, a brand-new, top-notch facility built right on the campus of Reebok’s world headquarters in Canton, Mass.
The stage was Reebok’s annual global marketing meeting, which gathers together its top managers from around the world. The new CrossFit box is a direct result of collaboration between CFHQ and Reebok. Reebok CMO Matt O’Toole plans to leverage this experiment to bring CrossFit to all 20,000 of Reebok’s employees worldwide. Going forward, the face of Reebok is fitness, and CrossFit is one way that fitness will be created and defined.
“Where it goes from here is the same way that CrossFit has gone,” O’Toole said. “Once people understand what CrossFit is about and how it can impact your life, I think we’re going to start a fire in the Reebok organization.”