The strength of brand Crossfit
For anyone interested in fitness and keeping healthy, you will most likely have heard of a rapidly growing sport known as Crossfit. Its growing success has witnessed the brand go from strength to strength in recent years (from 1,500 gyms in 2009, to over 11,000 dedicated gyms worldwide) so if you haven’t heard of it by now, you soon will.
The Crossfit model mainly attributes its success to its huge community spirit and core values. However, the rationale behind why people go to the gym has also changed in recent years, with people’s motivation shifting from short-term goals to a lifestyle change. This has seen people of all ages and abilities alike switching to the Crossfit lifestyle.
Community is at the heart of Crossfit, inclusive to people of different abilities and goals. It delivers not only a workout, but a complete sense of togetherness. Personal Bests are celebrated, and high fives are handed out all round (for anyone who can lift their arms after a hard session) It’s hard to not become addicted, leaving each session with a real sense of achievement, exercising with like-minded people who are cheering you on every step of the way.
In the marketing world, the partnership between Crossfit and Reebok (official sponsor of the Crossfit annual games) has led to rapid growth for both parties. Reebok were quick to identify the spirit and passion of the Crossfit community and chose to develop their brand alongside it. So far creating clothing, dedicated Crossfit trainers (Reebok Nanos) and aligning a new campaign ‘be more human’ alongside an evolution of the brand icon.
The Reebok Delta has three distinct parts each representing the changes — physical, mental and social — that occur when people push themselves beyond their perceived limits and embrace an active and challenging life.
Reebok adapted to a change in the market by re-defining their brand values, and to great success. Comfortably positioning themselves within the crossfit scene as another branch of its community. The sport has also seen the benefits of the partnership, increasing popularity of the sport and welcoming many more people into Crossfit community.
Only in the past year have sporting giants Nike finally started to take note, aiming its own brand of training shoe to rival that of the Nano. It will be interesting to see how the sport welcomes the newest member into their community. I for one am curious to see if Reebok, with its established foundation, continues to grow and fight off its strong competition, or if the Crossfit community welcomes its newest member with open arms.
Some more food for thought:
http://www.fastcodesign.com/3027567/how-reeboks-crossfit-logo-took-over-the-mothership
https://www.youtube.com/watch?v=UDb-7DY3CjU&index=1&list=PLpzkathSY1Ee9V3T-YmrcCzMBFeradxqA
https://www.youtube.com/watch?v=h_MESg8iRxM
http://www.underconsideration.com/brandnew/archives/new_logo_for_reebok.php#.VsDTXJOLRo4