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.
Agency: Venables Bell & Partners San Francisco
This story originally appeared on the website of Marketing.