The opportunity:
Reaffirm Reebok’s position as the ultimate CrossFit brand.

Fittest in Cape Town is an annual event on the global Crossfit tour pitting the best individuals, and teams, against one another.

The insight:
Spectators and competitors have plenty of time to kill between events.

But there’s really very few places to go in the down-time. Also, the sun is brutal with little to no escape from the heat.

The idea:
Reebok Recharge.

Create a pop-up experience designed to make the most of peoples’ time between events. Complete with retail therapy, charging stations, iced water and the rarest commodity of all – shade.

The execution:
A physical, digital, social brand workout.

We designed and built a fully functioning one-of-a-kind store/brand experience. Complete with digital/social offers and promotions throughout the weekend.

The result:
A brand investment that paid for itself.

In fact, it not only paid for itself, but cleared a profit.