Brand Strategy, Positioning and Product Launch, Global ResearchCrossFit: turning a niche idea into a global fitness revolution
When Reebok partnered with a barely known franchise – I ran and conducted global research, developed the brand’s positioning, and told its story to introduced the world to what would become a worldwide fitness revolution: CrossFit.
The challenge
Reebok's golden era of the 80s, marked by the Pump and Freestyle, had long passed. Jane Fonda's aerobics shoes were retired, while Nike, Adidas, and Under Armour steadily chipped away at Reebok's market share and cultural relevance. Despite strategic investments and partnerships, Reebok struggled to identify and promote a breakthrough that could put them back on the scene.
My approach
As Global Brand Strategist for Reebok I was responsible for positioning its newest partnership with the then barely know franchise CrossFit.
My team and I conducted extensive audience research across the US, Europe, and Asia uncovering a cultural tension that Reebok could fight against: the mind-numbing, motivation-killing loneliness of the typical gym visit.
Ethnographic fieldwork with extreme users helped me to uncover the key insight
In-depth 1-on-1 interviews, observations of workout sessions, and contextual inquiries with users at the extremes of the spectrum allowed me to uncover hidden yet broadly relevant insights. Partnering with an agency, I recruited competitive body builders, professionals whose roles required fitness (military personnel and first responders), and people who never used their gym membership.
Touching on the social aspects of fitness, I also made sure to recruit people new to an area, those with limited free time, and people with strong social groups who regularly engaged in activities like working out, hiking, or playing sports together.
I personally conducted all research in Berlin and collaborated with research partners for the remaining global locations.
My approach
I reframed CrossFit not as a gym regiment but instead positioned it as the antidote: fitness as a community-driven, competitive team sport.
To be successful we needed to reach the millions who had decided that the gym wasn’t for them. And so we brought the gym to them.
In collaboration with Reebok, I developed a scalable retail concept that would bring workouts directly into stores and introduce customers to a fitness revolution.
The outcome
CrossFit became Reebok’s fastest-growing brand and a cultural phenomenon, reaching millions. It quickly became one of Reebok’s key pillars with a vast range of apparel, shoes, and equipment – and put the brand back on the map.
