Reebok Stages a Stunt in the Stockholm Subway

It's a collaboration between the brand's Swedish agency and a nearby CrossFit.

Yesterday, our parent publication Adweek reported that Reebok is on its way to becoming “a challenger brand to contend with” after years spent falling far behind market leader Nike; at one point, Reebok made a near-majority of its sales through mail order catalogs.

The company’s new tagline “be more human” fits well with this stunt, which happened in Stockholm last week:

Pretty cool, but a statement from Reebok’s agency Animal/The Viral Company makes fairly clear that this is a paid promotion:

“Last week, Stockholm’s subway system underwent an escalator meltdown.
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