The Adidas-owned brand, which will see its 10-year tie to the National Football League come to an official end on Mar. 31, is using Sunday’s NFL Divisional playoff between the Green Bay Packers and New York Giants to roll out a new marketing campaign around the CrossFit fitness concept. The campaign was created by New York agency mcgarrybowen. The dual-gender workout made its retail debut in the fall with a collection of apparel and footwear and corporate entrance via the opening of a Reebok CrossFit box for employees at company headquarters in Canton, MA, in Sep.

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