Reebok, a global sports and apparel brand, has launched a new drive aimed at ushering in a ‘new era of fitness’, which will change the way people perceive, define and experience it, by showing that fitness is a sport.

The “The Sport of Fitness Has Arrived” campaign builds upon Reebok’s heritage as a fitness brand to communicate that fitness can be as exciting and engaging as any sport.

The idea of fitness as a sport is embodied through Reebok’s partnership with CrossFit and the culture of community, competition and camaraderie that it builds.

The new campaign kicked off in the US recently with a TV commercial during the NFL Divisional Playoff between the New York Giants and Green Bay Packers on FOX.

Additionally, the spot was seen on NBC during the Golden Globes also on Sunday (January 15) evening in the US.  The campaign will subsequently roll out across global markets over the next few months.

The spot features some of the top CrossFit athletes from around the world as well as the Fittest Man and Woman on Earth, Rich Froning and Annie Thorisdottir.

Some of Reebok’s key fitness products, RealFlex and ZigTech, will also be highlighted to further demonstrate Reebok’s role in enabling fitness.

The advertisement will be supported by a variety of marketing initiatives, including a global effort to introduce “The Sport of Fitness” by bringing CrossFit boxes to city centers around the world.

Reebok is officially launching “The Sport of Fitness Has Arrived” campaign across the Middle East today (January 19) with a TV commercial during the popular American Idol show on OSN starting Thursday. – TradeArabia News Service