“Basically, for the last about 10 years, every NFL, NHL and NBA jersey or shirt you would have seen anywhere came out of this building in some form or fashion—whether it was designed here, produced here or printed here,” says Chad Wittman, Reebok’s director of sports marketing fitness and training.
Now the 700,000-square-foot Reebok printing facility has been working overtime to produce the CrossFit Games gear for more than 500 athletes.
In Part 1, watch as Nick Urankar tries on the Games gear and talks with the Reebok employees who are making it happen. Find out what’s inside each athlete’s “black box,” what went into producing the custom gear, and what services will be available to the athletes at the Games.
In Part 2, tour the facility with Urankar; Wittman; Joe Cripe, vice-president of operations; and Blake Lundgren, the general manager. The Reebok printing facility will work in partnership with affiliates to produce custom clothing year round.
“For me, with Reebok jumping on, the biggest thing is getting it out there to a bigger public and letting people get in,” says Urankar. “I know there are a lot of people who say, ‘Keep it grassroots,’ and I feel like it’s always going to be that way.”
Part 1: 22min 9sec
Part 2: 12min 38sec
Additional reading: If the Shoe Fits by Kevin Daigle, published Feb. 7, 2011.