“It’s confirmation that Reebok is doing better,” Cedric Lecasble, an analyst at investment group Raymond James, told Reuters. When Adidas warned on its profit last month, analysts were quick to note that Reebok was, for once, not cited as a problem. įor Reebok, the effort appears to be paying off. The strategy is not unlike a renewed emphasis on soccer deals, team sports and running products now under way at rival Puma PUMG.DE. Now it is promoting Reebok as a fitness brand via a range of sponsorship deals and shoe launches. Its toning shoes (intended to tone the body as you walk) fell out of favour, and it was the victim of fraud in India.Īfter cutting the brand’s 2015 sales target by a third last year, Adidas also took a 265 million euro writedown on its fourth quarter 2012 results. National Football League and was hit by a lockout at the National Hockey League. sales, and taking over Reebok’s basketball and baseball contracts gave the German company’s famous three-stripes brand more exposure there.īut U.S.-headquartered Reebok has struggled. The CrossFit regime of squats, lifts and rope-climbing has been imported from the United States and is attracting devotees in Europe.Īdidas hopes to revive Reebok after paying $3.8 billion for the company in 2005 in order to take a larger slice of business in the United States, the world’s largest sportswear market with sales of $80 billion. “They had a sticky patch, but now the shoes and gear are good,” said former triathlete Steve Antcliff who runs a gym in the German city of Frankfurt offering CrossFit classes, for which Reebok produces training shorts, shoes and shirts. The sports shoe and clothing brand is winning converts among hardcore sports enthusiasts and aims to build on this support to make up ground it has lost to rivals such as global market leader Nike NKE.N. I could go on for pages, but really if anyone is looking to pursue fitness at any level, they would find a wonderful home here.(Corrects paragraph 15 to say Reebok is a sponsor of the CrossFit Games, not CrossFit in general)įRANKFURT (Reuters) - Reebok is turning to sponsorship deals with prominent fitness groups to try to revive a venerable name that has faded since it became part of Germany's Adidas ADSGn.DE sportswear group eight years ago. It is filled with incredible people of all different ages at all different stages in life. Needless to say, the community this gym inspires is remarkable. They care deeply about safety and proper form, rather than lifting as much weight as possible, which is not something I saw at other boxes. They are highly concerned and consider each member's lifestyle, goals, past/current injuries, nutrition and overall wellbeing. Not only that, but they pursue excellence in their own lives by continuing education and obtaining certifications in nutrition, programming and more. The coaches are dedicated on elevated level to each member's well being as a whole person in and outside of the gym. While I'm not here to bash boxes, I will say that Reviver has been, by far, the best match for me. After my first year there, I had to move away for a few years and joined a different Crossfit box in the metro Detroit area as well as dropping into a few others. My only regret is not doing it sooner.īack in 2012 I orginally start doing Crossfit at Reviver and I am overjoyed to be back here now. If you want to find a gym that you look forward to going to on a daily basis, make CrossFit Reviver that gym. Talking to somebody about your weight and nutrition issues is never easy, but Jeremy gives you the information and support you need to be successful.ĭon't let the rumors or the cost scare you. On top of signing up for an unlimited membership immediately following the On Ramp program, I also signed up for the Nutrition Program with Jeremy. On Ramp is an excellent program to learn proper movements and form - and ease any more concerns that CrossFit is "unsafe".Īs somebody who is out of shape and needs to lose weight, I am very positive that Reviver will help me get to where I want to be. They are kind and care about each person that walks through their doors. There were multiple things that made me want to become part of the CrossFit Reviver community, but the main thing was the family friendly atmosphere. Vince was able to answer all my questions and concerns and it was clear that safety was their top priority. I had previously met them over a year earlier after being a guest for the "Bring Your Own Buddy" workout. However, after getting bored at my old gym of the same old routine, I decided to set up a consultation with Vince. I had heard all the rumors about CrossFit - especially the rumors about it being unsafe.
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