Reebok Makes Huge Push Into CrossFit

In the past couple years, the folks at adidas have done an incredible job bringing the Reebok brand back from the dead following a lack of producing anything special after the $3.8 billion acquisition was approved in January 2006. The next step for Reebok is clearly aligning its brand with groundbreaking workout programs. In 2009, the brand launched a workout program called JUKARI with Cirque du Soleil. It failed to garner mass following. For a second attempt, Reebok has aligned itself with an already established workout brand, CrossFit, and hopes to ride the tremendous momentum of the strength and conditioning workout.