Reebok Wants Crossfitters to Eat More Bacon

Published 08/01 2014 12:54PM

Updated 08/01 2014 12:56PM

courtesy: Reebok
Item: Reebok is sponsoring the “Crossfit Games” (to find out who is “the fittest on earth,” obviously) and decided to extend its branding to bacon as a promotional reference to the diet favored by members of Crossfit.  The bacon is delivered in branded shoeboxes, and is uncured and nitrate free.

Why it Matters: As brands continue to push further into niche markets, they’re looking for ways to appeal to their mainstream audience and attract niche groups at the same time. Utilizing a mix of social media, sponsored events and unique collaborations they’re pushing the limits of both their brand and their target audience.

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