core sector communique

3.2.1…GO!™ REEBOK LAUNCHES ITS NEW CAMPAIGN “THE SPORT OF FITNESS HAS ARRIVED” IN INDIA

- REEBOK AND CROSSFIT COLLABORATION SHOWCASED AT PRIYADARSHINI PARK, MUMBAI

- ACE CRICKETER GAUTAM GAMBHIR, ACTOR KUNAL KAPOOR, FORMER MISS INDIA SARAH JANE DIAS AND HOCKEY STARS SANDEEP SINGH AND SARDAR SINGH BATTLE IT OUT IN A HIGH ENERGY CROSSFIT WORKOUT OF THE DAY

Mumbai, Tuesday, March 6, 2012 – Reebok today announced the launch of its new campaign – The Sport of Fitness Has Arrived – with a star-studded event at Priyadarshini Park in Mumbai. From 3:30pm until late evening, Gautam Gambhir, Sandeep Singh, Sardar Singh, Kunal Kapoor, Sarah Jane Dias, and more than 250 people participated in a trial of CrossFit®, the revolutionary strength and conditioning program.

The day kicked off with the MC starting the event by introducing CrossFit. This was followed by the international CrossFit coach Denise Thomas entering the arena along with our star performers. The participants broke into two teams and went head-to-head in a twenty minute WOD (Workout of the Day) which consisted of rowing, kettle bell swings and box jumps. The participants tried out the WOD while wearing RealFlex and ZigTech shoes, the latest training technology from Reebok.

“This is the first time I’m going to do a CrossFit workout and I’m really looking forward to it. From what I’ve seen from the CrossFit videos, it’s going to be an intense workout that pushes you to achieve your best. Fitness is often perceived as a chore and is mostly an individualistic activity. I am really thrilled to workout in a group and I think it’s fantastic that Reebok is encouraging fitness as a sport with two teams, lots of cheering, the thrill of winning or losing and more. Am sure this movement will soon be a popular trend” said, Sarah Jane Dias.

Kunal Kapoor said, “CrossFit adds a competitive edge to fitness and that acts as a motivator when you workout. I’m really pumped to compete today. Reebok has made fitness a sport and what better way to achieve your fitness goals especially when you have an entire group encouraging you to go that extra length. This is the first time I’m trying CrossFit, but I’m sure I’m going to be back for more.”

Gautam Gambhir talking about his experience with Reebok and CrossFit said, “Reebok is extremely special to me having been associated with the brand for 8 years. Today they have taken a huge step towards increasing the fitness quotient of this country with their exciting new campaign and their association with Crossfit. As always, I wish them the best and I know for sure that this too shall be a resounding success. I have tried CrossFit before and it is a phenomenal workout. You can definitely consider me a Crossfit fan.”

Brand ambassadors Sandeep Singh and Sardar Singh were not far behind in expressing their support for CrossFit. Sandeep Singh stressing on the essence of fitness said, “Being fit is the first step to playing a sport. I am truly honoured to be present for the launch of the Reebok and Crossfit collaboration. Reebok has a strong heritage in sports in India and Crossfit is a great way to push your limits and stay fit. I believe this collaboration is fantastic and will motivate people to take up fitness as a sport and become healthier and fitter.”

Looking forward to the community element of CrossFit, Sardar Singh said, “I have always admired Reebok for their consistent support of athletes across all sports. Today I am privileged to be here as I too am a great believer in being fit and constantly strive to become so. I am very excited about this association and I cannot wait to join the Reebok Crossfit Gym, start working out in a group and attain my fitness goals in a fun way.”

“Today, we take the next step in making our fitness vision a reality,” said Sajid Shamim, Brand Director Reebok India. “While CrossFit is rather new in our market, it is growing exponentially around the world because when people discover CrossFit, they change more than just their fitness – they change their lives. To see people today from all backgrounds and fitness levels coming together, supporting each other and engaging in friendly competition shows exactly why CrossFit is one of the fastest-growing fitness movements in the world. At Reebok, we want to change the way people perceive and experience fitness, to show people that fitness can deliver all the elements that we love about traditional sport. We look forward to introducing more people to this vision through the Reebok CrossFit Fitness Championship later this year.”

Reebok’s new campaign aims to change the way people perceive, define and experience fitness, and ultimately show the country that fitness can deliver everything they love about sport. The campaign unveils this sport – one that is about community, competition, camaraderie and results – through its focus on CrossFit, one of the fastest-growing fitness movements in the world.

The campaign advertisement begins with a number of shipping containers leaving Reebok World Headquarters in Canton, Massachusetts by truck – and being transported around the world by ship, rail and helicopter. In cities across the globe, including Seoul, Moscow and Barcelona, people stop and stare as the containers – painted red with a white delta in the center – pass by. At the climax of the spot, one of the containers lands and a young man opens the door. Through the door the man witnesses people doing CrossFit.

On 6^th March, the commercial became a reality as one of the same shipping containers seen in the commercial appeared at Priyadarshini Park, Mumbai. The container was unpacked and the PDP Grounds transformed into a CrossFit experience, complete with much of the equipment present in a CrossFit gym, or box. After an open competition between the star studded teams, the CrossFit experience was then opened up to the public. Throughout the evening, a number of ‘Mumbaikers’ tried CrossFit under the instruction of CrossFit coaches Denise Thomas, Piyush Pandey and Dheepesh Bhatt.