Reebok has been on the upswing recently, at least in Crossfit community, due in large part to their association with the CrossFit Games. Reebok is the title sponsor of the Crossfit Games, an event that seeks to find the “fittest on earth”. Their involvement in these types of events help build credibility, unlike their “toning shoes” which the FTC deemed false advertising and slapped them with a $25 million dollar fine.
The term “Sport of Fitness” was coined by the founder of CrossFit, Greg Glassman, after he saw how competitive people were with the “workout of the day”. Reebok is in the news for a poster that reads, “Reebok The Sport of Fitness Has Arrived.” It’s not portion of the poster that’s causing the buzz. It’s the headline that accompanies the poster that reads, “Cheat on your girlfriend, not on your workout.”
Well, that’s certainly what women across the world want to hear. Um Ya, not so much.
Reebok spokesman, Dan Sarro told CBSBoston.com the ad was not part of a global marketing campaign and only appeared at a local gym partner in Germany. Thanks to Social Media it’s become a global topic and as you can imagine one met with outrage.
Cheaterviille.com‘s founder wrote a letter to Reebok’s headquarters stating, “This form of advertising shows a dishonest and disrespectful attitude towards women and your company should be ashamed to have even placed this ad in various places thinking it would be perceived in any other way.”
Sarro said Reebok removed the signs as soon as they were made aware of them and apologized for their offensive nature.
It could be a publicity stunt or an isolated incident. Whichever it is people are talking about Reebook but not in a positive way. Earlier this month The Wall Street Journal talked about Reebook’s financial woes.
What if the roles were reversed and it said… Cheat on Your Boyfriend, Not Your Workout… Would it cause the same controversy or would women find it empowering?
Top image via Youtube.com