Reebok & BoxChamp

More than just the ‘CrossFit apparel’ giant, this brand has been and still is a force to be reckoned in the sports industry. From innovative concepts and customised gear to brand affiliation and partnerships, it’s no wonder that Reebok is still going strong after all these years.

In fact, we like to think that we have a lot in common.

Just like Reebok, we take fitness seriously and aim to encourage and push athletes on any level. We don’t just focus on pros because we believe that fitness is for anyone and everyone, regardless of size, gender, fitness level or background.

Achievable goals through hard-work and tangible progression through measurable fitness – We’re proud to announce our new partnership with REEBOK.

In the beginning

What started as an idea in 1895 to put spikes on running shoes to improve traction, turned into a multi-billion-dollar industry. Formally known as JW. Foster and Sons, the grandsons of the original inventor formed a companion company.

They wanted a brand name that will showcase speed, style, and grace and came across Rhebok [Reebok] in a South African (YAS!)  Afrikaans dictionary




Soon, major British athletes began choosing these running pumps over any other brand and its affiliation with professional athletes kicked off. The decades saw the brand expand over international waters and include a host of different professional athletes from Olympians, NFL teams and soccer stars.

Originality at its Best

Reebok is renowned for original and conceptualised products, designed for specific purposes. During its NBA affiliation phase, Reebok revolutionised the industry by creating ‘The Pump’. A shoe that enabled the wearer to inflate the inner soles for more support.

Although these inventions brought major success to the brand through affiliations with the NBA.  However, after a few years, its success started to plateau, which meant it was time for a change.

Reebok & CrossFit

In 2011, Reebok solidified itself with the emerging fitness company CrossFit, by sponsoring their annual event, The CrossFit Games. Through this affiliation, they began to see a shift in the fitness industry and took their brand from being focussed on professional athletes to everyday enthusiasts. With a message that says:

You have the power to do anything

They changed their branding entirely to reflect their new three pillars of positive change; Mental, physical and social – something that CrossFit boxes around the world live by.

From clothing and shoes to sponsoring fitness events, Reebok has solidified itself once again as a leader in the industry.More than just a brand,

Reebok affiliates itself with people who want to be, do and feel better in everything they do.

So, here’s to the future of measurable fitness, epic performances and a prosperous partnership

Are you a BoxChamp subscriber?

Celebrate with us and receive a 20% discount from – Valid until the 21st September 2017. Check your inbox for your BoxChamp mailer!

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