And Reebok has gone so far as to embrace and incorporate the CrossFit training regime into their corporate philosophy as well as their day-to-day operations. ”Reebok is really going full-bore, having opened up a CrossFit gym at Reebok HQ and hiring two elite CrossFit athletes as coaches for their staff”, according to Kareem Mayan. Mr. Mayan is the co-founder of SocialWOD.com, a “WOD” tracking site for CrossFit affiliates. WOD stands for ‘Workout of the Day’, and it’s these daily workouts that craft and sculpt some of the fittest athletes in the world.
Reebok has obviously bought in without muscling in. The feedback I’ve received from several CrossFit athletes is that Reebok has embraced their feedback on product design, which strategically will only build a stronger brand with the CrossFit demographic going forward and ultimately help the company produce the best-quality possible in both footwear and athletic wear for the elite athlete.
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