Reebok Reaches Out to CrossFit Athletes with Bacon Products


The global apparel brand has developed 'Reebok Bacon' to engage health-crazed consumers and promote the 2014 Reebok CrossFit Games

Charlie Stephens
  • 24 july 2014

It’s safe to say that bacon is one of the most beloved foods in America. It’s also one of the most consumed treats for those following a Paleolithic diet. This carnivorous, hunter-gatherer diet cherishes low-carb, protein-packed food that of which can be beneficial for many CrossFit athletes.

To engage with the CrossFit Community and celebrate the 2014 Reebok CrossFit Games, Reebok has developed their own line of bacon products. The Reebok brand bacon follows paleo recommendations and is free from all nitrates, preservatives, MSG, and sweeteners, and is smoked rather than cured.

The Reebok Bacon was packaged and distributed to athletes and fans before the start of the games on July 23, and is fueling the activities and fun at the week-long event. All shipments were kept fresh on dry ice, so bacon lovers had no need to worry about spoilage.

As if the bacon itself wasn’t interesting enough, the brand is also operating a gourmet food truck. The Reebok Bacon Box will serve up a different bacon-wrapped item each day, and a secret menu will be available online for those interested in a chance to win a prize. Among the food items are bacon-wrapped artichokes, bacon-wrapped chorizo-stuffed dates, bacon-wrapped seasoned pork belly, and bacon-wrapped carne asada and pepperoncini.

Reebok’s strategy was ideated and implemented by San Francisco based advertising agency Venables Bell & Partners, who has planned to roll out additional bacon-themed events over the course of the games.

The foodie campaign marks an interesting industry cross-over. Reebok is appealing to other realms of consumer interests with the irresistible treat, and is setting itself apart as a highly connected, consumer-friendly brand. Reebok is embracing the CrossFit community’s unique lifestyle and growing popularity, and appears to understand the opportunities that exist for gaining the loyalty of the growing consumer base.

2014 Reebok Crossfit Games // Reebok // Reebok Bacon



Editorial Roundtable: What A People-First Workplace Must Prioritize First

Syndicated Today

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Today

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy


Get PSFK's Latest Report: Future of Advertising

See All
Home Today

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Today

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going


Soraya Darabi

Retail, Technology & Collaboration

Advertising Today

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Today

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Today

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Automotive Today

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

Work Today

PSFK’s Workplace Vision: The Desk Is Becoming An Ecosystem Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Food Today

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Today

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Today

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them


Rio Olympics
Innovation Coverage From The Rio Games

Design Today

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Today

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

Ai Today

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

No search results found.