It’s a brand extension designed to raise eyebrows and whet appetites. Reebok has entered the bacon market with the launch of a campaign promoting its sponsorship of the Reebok CrossFit Games.
The Reebok CrossFit Games is a US tournament in which athletes compete for recognition as “The Fittest on Earth”.
This year the sports brand has decided to play up on its CrossFit association with a bacon theme, which is some kind of reference to the diet favoured by CrossFit athletes.
Reebok is delivering branded shoeboxes to all its Crossfit Games athletes; but instead of containing a pair of shoes, they contain uncured, nitrate-free bacon. The company will also deliver bacon snacks to spectators.
The initiative is being promoted on social media, with the hashtag #reebokbacon.
The brand has also produced a video on its YouTube channel featuring athlete Austin Malleolo, who is seen cooking sizzling rashers. “This is your brain on bacon,” he tells viewers, referencing the US’s famous anti-drugs slogan “This is your brain on drugs”.