Reebok is the official sponsor of Crossfit but, CrossFit fans love Nike, from the Metcon 4.5 to the attitude and community that only Nike bring to the box.
We knew that the Box (CrossFitters name for their gym) is more important than just being the place you train in, it’s support, strength, and family - When someone from your box makes the regionals, you go.
Reebok, don’t really do much save to hire a grey building and bring the weights and stopwatches. So building on the successful take over of the previous years regional, Nike wanted CrossFitters to know that while Reebok hosted the event, Nike unboxed berlin for CrossFitters.
We created Berlin Unboxed, a 3 day take over of the Reebok Crossfit regional. A custom built Just Don't Quit Gym, kitted out with the latest Crossfit Gear, Apparel and Goodies. Aimed at giving athletes the best CrossFit experience they could imagine, from Nike Athlete’s Josh Bridges, Matt Frazer and Sara Sigmundsdóttir to range of training classes and a 1 tonne car from the former USSR to push around - great for raising your blood pressure and social profile!
Everything was designed to be socially shared and we wanted CrossFitters to go back to their box knowing that Nike was the best choice for any CrossFit need.
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