Nike Doubles Down in Its Battle for the CrossFit Crowd
The sports empire trolls Reebok with a crafty marketing campaign and a new pair of shoes.
Nike just took a big step in its bid to corner the multibillion-dollar market for CrossFit enthusiasts, unveiling the third iteration of its popular Metcon sneaker.
Of course, Nike isn’t calling this a CrossFit shoe—legally, it can’t, since Reebok has a 10-year licensing deal with the gym brand. As CrossFit spokesman Derek Fields said in a recent e-mail: “Reebok makes the only CrossFit shoe.”