Reebok Gets Into the Bacon Business, Catering to CrossFitters’ Sizzling Indulgence

Brand ships meat to athletes and takes it on the road

It's a big week for that neighbor of yours who can do a hundred pull-ups and toss tractor tires 20 yards. The CrossFit Games kicks off this week, and to celebrate, Reebok is releasing a new product: Reebok Bacon.

CrossFitters as a whole are notorious for also abiding by a Paleo diet, which allows and praises the consumption of smoky, savory strips of tasty bacon.  

The sneaker brand, once thought of as a go-to for mall walkers, has revamped its image to cater to a hipper, younger crowd, and there's no doubt that bacon has taken on a cult-like status in recent years. 

Reebok Bacon was created by agency Venables Bell & Partners, which notes: "In sticking with Paleo recommendations, Reebok Bacon is uncured and contains no nitrates, preservatives, MSG or sweeteners. Packaging in dry ice will keep the bacon refrigerated until recipients throw it in the skillet." 

Beyond sending packages directly to athletes and others in the community, Reebok will have a physical presence at the 2014 Reebok CrossFit Games with its very own Reebok Bacon Box—a food truck handing out bacon-based menu items to CrossFit Games attendees. While it's tapping into what I feel is a little bit of an overdone trend (I'm over the bacon thing, the mustache thing, the bacon-as-a-mustache thing), Reebok Bacon will likely be a hit for CrossFit diehards. 



Client: Reebok

Brand: Crossfit Community Activation

Agency: Venables Bell & Partners

Executive Creative Directors: Paul Venables, Will McGinness

Creative Director: Erich Pfeifer

Associate Creative Director: Eric Boyd

Design Director: Cris Logan

Lead Designer: Michael Sison

Art Director: Byron Del Rosario

Copywriter: Meredith Karr

Designer: Jarrett Carr

Interactive Designer: Jarrett Carr

Head of Strategy: Michael Davidson

Communications Strategy Director: Beatrice Liang

Brand Strategist: Jake Bayham

Technical Director: Lucas Shuman

Production House: Freestyle MKTG, MKTG

Director of Integrated Production: Craig Allen

Director of Interactive Production: Manjula Nadkarni

Experiential Producer: Natalie Stone

Production Coordinator: Megan Wasserman

Digital Producer: Ashley Smith

Account Manager: Ashton Atlas

Project Managers: Daniela Contreras, Shannon Duncan 

Roo Powell is freelance contributor to Adweek.