Reebok Canada proved it knows how to make an entrance on Wednesday, dropping a 15,000 pound shipping container into Yonge-Dundas Square, inviting 250 CrossFit athletes to workout flashmob-style, and introduce its new line of apparel to the market.

The stunt was executed by MatchXM, rock-it promotions and Exacto Communications, and was all part of the brand’s “The Sport of Fitness Has Arrived” campaign, which promotes Reebok’s CrossFit gyms and apparel line.

Viktoria Wallner, VP of global brand marketing, Reebok, tells MiC that the CrossFit campaign is aimed at repositioning the brand in the minds of consumers.

“The goal is to reposition the brand as a fitness brand. Want to look at Reebok as a fitness brand, but also look at fitness in a new way,” she says. “It is a shift from our focus on traditional American sports, we used to be the official outfitter for football. Now we have shifted to be the big player in fitness.”

Consumers are invited to come to Yonge-Dundas Square to experience CrossFit today until 7:30 p.m. and tomorrow, Friday Feb. 25 between 9 a.m. to 5 p.m. Apparel from the Reebok CrossFit collection, which launches in Canada this July, will also be available in the tent at the event.

The campaign, with media by Carat and creative from US-based mcgarrybowen, launched during the Super Bowl with a TV spot that is airing on conventional and specialty channels. It also includes OOH billboards in major markets across Canada, like Toronto and Vancouver, Bernard Cote, advertising manager, Reebok Canada, tells MiC. Digital ads on sites including TSN.ca, NHL.com and MuchMusic.Ca are also part of the campaign.

The launch portion of the campaign concludes this week and will be followed with ads focusing on the technology behind the Reebok Canada CrossFit line, which will run for four weeks, says Cote. A fall campaign featuring TV, digital and OOH ads is also planned.

Videography by Jennifer Horn

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