Reebok and Spartan Race Announce Groundbreaking Global Partnership

  Reebok and Spartan Race Announce Groundbreaking Global Partnership

    Brands Launch New Collaboration with “Reebok Spartan Race Times Square
Challenge” in New York City; a Celebration of America’s Newest Sport: Obstacle

Business Wire

CANTON, Mass. -- January 17, 2013

Reebok, the global fitness brand, and Spartan Race, the world’s leading
obstacle racing series and Outside Magazine’s Best Obstacle Race in 2012, have
today announced a multi-year partnership. The collaboration marks Reebok’s
commitment to one of the world’s newest and fastest growing sports - obstacle

As part of the multi-year collaboration, Reebok will be the title sponsor for
the global race series beginning with the first race of the season at Vail
Lake Resort in Temecula, CA on January 26^th and 27^th, and the official
apparel, footwear and accessories supplier for the Reebok Spartan Race series.
In addition, the Reebok Spartan Race will be featured in the brand’s upcoming
global marketing campaign - the first time obstacle racing has been featured
in a major campaign. Reebok also plans to develop a range of products
specifically created for the demands of Reebok Spartan Race athletes, which
will be available in fall 2013.

The partnership was launched with a traffic-stopping live event in New York -
The Reebok Spartan Race Times Square Challenge. Times Square’s first ever
extreme obstacle race saw hundreds of contestants take part including
actress/model Brooklyn Decker; former NY Giants All-Pro Tiki Barber; Spartan
Race Champion Hobie Call; and Spencer Hendel, winner of the Obstacle Course
event at the 2012 Reebok CrossFit Games. The Times Square course featured a 7
ft. wall climb, a mud crawl with barbed wire, a 10 ft. high Hercules Hoist, a
75 ft. sandbag carry, and other obstacles.

The tie-up between the two brands is built on shared values about the future
of fitness. Reebok’s mission is to change the way people perceive, experience
and define fitness and empower them to be physically, socially and mentally
fit for life. Spartan Race is the perfect partner to help spread this message.
Founded in 2010, the race series expects to attract 500,000 athletes in 2013,
up from 350,000 in 2012, many of whom are people looking for a new alternative
to more traditional forms of fitness. Spartan Race currently has more than 2.3
million “likes” on Facebook and is one of the fastest growing series in the
sport of obstacle racing.

Spartan is a timed event series featuring races at four escalating distances
in locations worldwide. The series culminates in a world championship finale
with a prize fund of over $500,000. As well as the competitive elite heats,
Spartan Races are set up for all levels and ages of athlete to take part and
engage in a new form of fitness.

“At Reebok, we recognize that the fitness landscape is changing. More and
more, people are beginning to see fitness as part of their lifestyle rather
than simply an activity,” said Matt O’Toole, Chief Marketing Officer at
Reebok. “Spartan Race is at the forefront of this movement. It enables people
to come together to experience fitness with a community of like-minded people
– to take part in something that is challenging and daunting, but at the same
time, inspiring and fun. This is what makes it so rewarding, and is a large
part of what is fueling the incredible growth of the sport.”

Adds Spartan Race founder Joe De Sena, “Reebok shares our vision – they think,
act, and live exactly like we do down to the last detail. Both organizations
believe that through fitness, ordinary people can realize their full potential
and reap benefits throughout their lives.

“Reebok will help us expand globally, pursue our goals of making obstacle
racing an Olympic sport, share the healthy living we promote, and rip people
off their couches and do what human beings were made to do: run, jump, sweat
and climb,” De Sena said.

About Reebok

Reebok International Ltd., headquartered in Canton, MA, USA, is a leading
worldwide designer, marketer and distributor of sports, fitness and casual
footwear, apparel and equipment. An American-inspired global brand, Reebok is
a pioneer in the sporting goods industry with a rich and storied heritage in
running, training and fitness. A subsidiary of the adidas Group, Reebok
operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey
and the Sports Licensed Division. Reebok is the exclusive outfitter of
CrossFit and the Reebok CrossFit Games and main event partner and official
apparel and footwear supplier for the 2013 Red Bull X-Alps. For more
information, visit Reebok at Or, discover Reebok at the
following locations:;;; and

About Reebok Spartan Race

Reebok Spartan Race, voted Outside Magazine’s Best Obstacle Race in 2012, is
the world’s leading obstacle racing series and the first of its kind to have
global rankings. With 350,000 participants in 2012 and 60 events planned for
2013, Reebok Spartan Race is making this one of the fastest growing sports in
the world. Reebok Spartan Race is a timed event series featuring races at four
escalating distances in locations worldwide that culminate in a World
Championship Finale with cash and prizes for the champions – with a
half-million dollars in cash and prizes awarded in 2012 alone. While featuring
competitive elite heats, Reebok Spartan Races are for athletes of all levels
and abilities and are geared toward ripping people off their couches and into
the outdoors.

You’ll Know at the Finish Line – A Spartan Guide to the Sport of Obstacle
Racing, a new e-book from Spartan Race co-founders Joe De Sena and Andy
Weinberg that inspires readers to find and unleash their inner warrior, is
available for free on the company’s website.

Go to for more information, a schedule of events
or to register for a Reebok Spartan Race. For videos, please visit


Spartan Race
Alfred Schreiber
Mobile: (646) 320-5142
Jeff Blumenfeld
Direct: (203) 655-1600
Mobile: (203) 326-1200
Dan Sarro
Direct: (781) 401-4443
Richard Barker
Direct: +1.646.619.2805
Mobile: +1.917.287.9992
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