Reebok whets appetites with #ReebokBacon CrossFit promotion

Reebok is delivering branded shoeboxes to all Crossfit Games athletes. But instead of a pair of shoes, they contain uncured, nitrate-free bacon.

It's a brand extension designed to raise eyebrows and whet appetites. Reebok has entered the bacon market with the launch of a campaign promoting its sponsorship of the Reebok CrossFit Games.

The Reebok CrossFit Games is a US tournament in which athletes compete for recognition as "The Fittest on Earth."

This year, the sports brand has decided to play up its CrossFit association with a bacon theme, which is a reference to the Paleo diet favored by many CrossFit devotees.

Reebok is delivering branded shoeboxes to all Crossfit Games athletes. But instead of a pair of shoes, they contain uncured, nitrate-free bacon. The company will also give bacon snacks to spectators.

Reebok is also promoting the initiative on social media with the hashtag #ReebokBacon.

The brand has also produced a video on its YouTube channel featuring athlete Austin Malleolo, who is seen cooking sizzling slices of bacon.

"This is your brain on bacon," he tells viewers, referencing the famous anti-drug slogan "This is your brain on drugs."

"Delicious," Malleolo adds.

Client: Reebok
Agency: Venables Bell & Partners San Francisco

This story originally appeared on the website of Marketing.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.