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Reebok Continues Its 'Sport of Fitness' Dominance
By: Dwayne W. Waite Jr.
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Mass appeal is no longer relevant when it comes to being successful in today's environment. The consumer market is so fragmented, so distracted, and so bombarded with messages, likes, and dislikes that it is increasingly harder to get a message through. 

One has to find a niche.

Finding a niche, these days, is considered the highlight and climax for any organization. Finding a niche means that your good or service successfully answers and solves any question or problem that group may have had.

Reebok found a niche in fitness.

A while ago, we talked about how Reebok shelled out millions of dollars to be the brand partner with CrossFit and the CrossFit Games. It was a smart move, for there are few niches that have more dedicated and loyal people than the fitness group. People don't switch out shoes, gloves, or anything else if it's working. 

Looks like Reebok caught the fitness high, and wants to go all in. 

Earlier this January, the Spartan Race (an awesome obstacle race organization) sent an email to all their loyal runners and enthusiasts, announcing that they had agreed with Reebok for the brand to be the Title Sponsor of the Spartan Race. 

For those unfamiliar with the Spartan Race, the group sets up obstacle races of varying distances (3+ miles, 6+ miles, and 10+ miles, and a Death Race) with 20+ obstacles within the trail. Similar to CrossFit, the Spartan Race offers an e-newsletter where people can sign up and get Spartan Workouts of the Day (WOD); many of the WODs include Crossfit-like workouts.

Unlike the CrossFit Games, Spartan Races are run by people of all fitness levels, shapes, ages, and sizes. The goal of the Spartan Race is to force yourself to see how fit you are, and how far you can push yourself to conquer the physical and mental obstacles in front of you.

Reebok must have noticed the bigger audience and the similar characteristics. In their mind, we're sure, it was a no brainer.

Reebok found that the Sport of Fitness is growing. And they are not looking back.

*Feel free to note the bias: We've signed up for our second Spartan Sprint, and are looking forward to it. Aroo!

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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