The Sport of Fitness

On Wednesday, February 22, Reebok is introducing Canadians to its new global campaign, The Sport of Fitness, through a one-of-a-kind stunt at Yonge and Dundas Square.

A 15,000-pound shipping container will be suspended by an industrial crane 20 feet in the air over the popular downtown landmark, dropping to the ground at noon EST for a public reveal.

This stunt is designed to highlight the relationship Reebok has created with the fine folks at Crossfit.

According to the marketing info, Reebok is aiming to change the way people perceive, define and experience fitness, and ultimately show the world that fitness can deliver everything they love about sport.

I will be there interviewing two badass Crossfitters – Rich Froning Jr., the 2011 Fittest Man on Earth, and Graham Holmberg, the 2010 Fittest Man on Earth.

I hope to see you there.