How Adidas Is Whipping Reebok Into Shape

Adidas looks to CrossFit to reinvigorate its tired brand
Photograph by Marc Larkin/UPPA/ZUMAPRESS

At a CrossFit gym in Nuremberg, Germany, customers sweat through a workout called “Fight Gone Bad.” The same could be said for Adidas’s effort to turn around the foundering Reebok, the shoemaker it bought in 2006. The workouts require people “to keep up the intensity, each and every time,” says Ginger Sladky, 40, who set up the gym in March with support from Reebok, which sponsors CrossFit worldwide.

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