Reebok launched a new fully integrated multi-platform campaign dubbed “The Sport of Fitness Has Arrived”, for the revolutionary strength and conditioning program CrossFit. The goal of the campaign is to show fitness as a sport that is about community, competition and companionship and making yourself work hard and forget about physical limits.

“There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport – with all the elements that we love about traditional sports. CrossFit is leading this shift, at Reebok, we believe that fitness can be as exciting and engaging as any sport. In 2012, we are helping deliver this message to the world in a compelling, powerful way.”  said Reebok President Uli Becker.

The campaign, which was created by New York agency mcgarrybowen, will communicate this idea through TV, print, digital and OOH media, as well as consumer events and activations. It will start with a spot that will be aired during this Sunday’s NFL Divisional Playoff on FOX.

The advertisement will be supported with digital media, including a YouTube takeover, guerrilla marketing, and experiential and consumer activations. Reebok will ship these containers which serve as mobile CrossFit gyms packed with equipment for a 15 person WOD (Workout of the Day) to cities around the world. Reebok will also advertise its key fitness products such as RealFlex and ZigTech as a continuation to the launch spot.

“More and more people are coming together to experience fitness in a community environment, with shared goals, shared experiences, and a certain level of competition, this campaign taps into this trend. It shows that fitness can be experienced in a supportive, engaging and dynamic way.”  said Reebok Chief Marketing Officer Matt O’Toole.

A complete campaign in every manner, promoting the two brands and their products, but also giving back to the people by showing us that workouts don’t have to be a choir, and like team sports, fitness is also an fellowship and community thing. And finally, get our bodies back in to shape, and make us work hard. After all, the big winter holidays are over, we have no more excuses to get fat.

The collaboration between Reebok and CrossFit dates back to 2010, and last year alone, they have created the biggest 3D painting in the world.