UK – Reebok launches pop-up outdoor gym in London
Following the motto #GymIsEverywhere, the sportswear brand turned a patch at Boxpark Shoreditch into a fitness playground, which included a stage, large screen playing various brand content and a number of hands-on fitness drills.
A new Reebok pop-up gym concept recently debuted in London’s Shoreditch Boxpark. The CrossFit obstacle course is part of an experiential activation that Reebok is calling “Gym is Everywhere“, that aims at proving how fitness fans can use also everyday objects to create an effective workout.
The event was organized by Reebok in collaboration with agency M&C Saatchi Sport & Entertainment, while the brand also partnered with UK retailer Whatever It Takes to showcase the new activewear collection at their nearby Shoreditch High Street boutique.
The entertainment-focused branding at the Reebok pop-up included a stage, large screen playing various brand content and a number of hands-on fitness drills such as a 30-second tire flip sprint. Leaderboards were erected to document the fastest and fittest athlete, with prizes up for grabs to the winners.
The workouts were led by Reebok ambassadors and their objective was to get people interested in both the brand’s performance-focused activewear and the CrossFit experience.