Reebok is a renowned brand known for its CrossFit shoes and apparel. They have established themselves as a leading provider in the CrossFit industry, competing against other big names like Nike, Adidas, Under Armour, and New Balance. Reebok offers a wide range of durable and high-quality shoes designed specifically for CrossFit workouts. Whether you’re lifting heavy weights or hitting intense cardio sessions, Reebok has the perfect footwear to support your performance. In addition to shoes, Reebok also provides a variety of CrossFit suitable clothing, ensuring you look good while crushing your fitness goals. With their commitment to quality and innovation, Reebok has become a trusted choice for CrossFit enthusiasts around the world.

History of Reebok

Founding Years

Reebok, founded in 1958 by Joseph William Foster, is a global sportswear company known for its CrossFit shoes and apparel. Foster’s company initially started as a manufacturer of track shoes for athletes, gaining a reputation for its innovative designs and high-quality craftsmanship. The name “Reebok” was inspired by the African rhebok antelope, known for its agility and speed.

Acquisition by Adidas

In 2005, Reebok was acquired by Adidas, a leading athletic footwear and apparel company. This acquisition marked a significant milestone for both brands, as it allowed them to combine their strengths and resources to compete more effectively in the global market. Reebok, under the ownership of Adidas, continued to expand its product offerings and strengthen its presence in the fitness and lifestyle sectors.

Branding Evolution

Over the years, Reebok has undergone several branding evolutions to stay relevant and appeal to its target audience. In the 1980s, the brand gained popularity through its association with the aerobics craze and endorsement deals with fitness icons like Jane Fonda. In more recent years, Reebok has focused on positioning itself as a fitness and lifestyle brand, partnering with fitness communities and influencers to promote its products.

Reebok and CrossFit Partnership

Introduction to Partnership

One of Reebok’s notable partnerships was with CrossFit, a popular fitness program founded by Greg Glassman in 2000. In 2010, Reebok became the official sponsor and exclusive outfitter of CrossFit, aligning its brand with the rapidly growing fitness movement. This partnership allowed Reebok to tap into the dedicated and passionate CrossFit community and develop products specifically tailored to their needs.

Success of Partnership

The Reebok and CrossFit partnership was highly successful, as both brands shared a commitment to promoting functional fitness and pushing physical limits. Reebok released a range of CrossFit shoes, apparel, and accessories that were designed to withstand the intense and varied workouts associated with the CrossFit program. These products gained popularity among CrossFit enthusiasts and athletes, solidifying Reebok’s position as a leading brand in the CrossFit market.

End of Partnership

In 2020, Reebok and CrossFit announced the end of their partnership. This decision came after controversial remarks made by CrossFit’s former CEO, which caused backlash within the fitness community. Despite the end of the official partnership, Reebok’s connection to the CrossFit community remained strong, and the brand continued to produce CrossFit-specific products to cater to the needs of CrossFit athletes.

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Popular Reebok CrossFit Shoes

Nano Series

The Reebok Nano series quickly became synonymous with CrossFit footwear. The Nano shoes were specifically designed to handle the demands of varied functional movements, providing stability, support, and durability. The Nano series evolved over the years, with each new iteration incorporating feedback from athletes to enhance performance and comfort. These shoes became a staple in the CrossFit community, known for their versatility and ability to withstand high-intensity workouts.

Grace Series

The Reebok Grace series was developed to meet the needs of female CrossFit athletes. These shoes offered a combination of style, performance, and functionality, catering to the unique demands of women’s workouts. The Grace series featured a sleek design and innovative features, such as lightweight construction and responsive cushioning, to support women in achieving their fitness goals.

Lifter Series

For CrossFit athletes focusing on weightlifting exercises, Reebok introduced the Lifter series. These shoes were engineered to provide maximum stability and support during heavy lifting movements. The Lifter series featured a raised heel and a rigid sole, allowing for improved ankle mobility and optimal power transfer. This specialized footwear helped athletes achieve proper form and maximize their performance in weightlifting exercises.

Innovation by Reebok in CrossFit Gear

Development of Nano Technology

Reebok’s commitment to innovation in CrossFit gear led to the development of Nano technology. This technology focused on creating lightweight yet durable fabrics and materials for CrossFit apparel and shoes. The Nano technology allowed for enhanced breathability, moisture-wicking properties, and abrasion resistance, making Reebok’s CrossFit gear capable of withstanding the rigors of intense workouts.

Introduction of Flexweave Technology

In 2018, Reebok introduced Flexweave technology, a breakthrough in fabric engineering. Flexweave incorporated a figure-eight weaving technique that provided a balance of flexibility, durability, and breathability. This innovation allowed Reebok to create CrossFit shoes and apparel that offered optimal support and comfort while allowing athletes to move freely during their workouts.

Sustainability Efforts in CrossFit Apparel

Reebok has also been proactive in incorporating sustainability efforts into its CrossFit apparel. The brand has introduced eco-friendly materials, such as recycled polyester and organic cotton, reducing its environmental impact. Furthermore, Reebok has implemented initiatives to reduce waste and improve the sustainability of its manufacturing processes. These efforts resonate with environmentally conscious athletes who value sustainability in their fitness journey.


Reebok Fitness Equipment

Durable Gym Equipment

In addition to footwear and apparel, Reebok offers a range of fitness equipment for both home and commercial use. Reebok’s fitness equipment is known for its durability and functionality, designed to withstand the demands of intense workouts. Products such as dumbbells, kettlebells, resistance bands, and workout benches have gained popularity among fitness enthusiasts and professionals alike.

Partnerships with Other Brands

Reebok has also formed partnerships with other leading fitness equipment brands to expand its product offerings. Collaborations with companies like Rogue Fitness, Concept2, Eleiko, and Assault Fitness have allowed Reebok to offer a wider range of specialized equipment for various fitness disciplines. These partnerships reinforce Reebok’s commitment to providing athletes with high-quality and diverse options for their fitness routines.

Comparison with Other Brands’ Equipment

When comparing Reebok’s fitness equipment with other brands in the CrossFit market, Reebok stands out for its attention to detail and commitment to quality. The brand’s equipment undergoes rigorous testing to ensure performance, safety, and durability. Reebok’s reputation as a trusted and established sportswear company further adds to the credibility of its fitness equipment, making it a preferred choice for athletes and fitness enthusiasts.

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Reebok’s Competition in the CrossFit Market


Nike, a dominant player in the athletic footwear and apparel industry, offers a range of CrossFit shoes and gear through its Metcon line. Nike’s Metcon shoes are designed to provide stability, traction, and durability for high-intensity workouts, making them a popular choice among CrossFit athletes. Nike’s strong brand presence and continuous innovation have placed it in direct competition with Reebok in the CrossFit market.


NoBull is a brand known for its minimalist CrossFit shoes and apparel. NoBull’s products are designed to be functional, versatile, and durable, catering to the demands of CrossFit training. The brand has gained a loyal following in the CrossFit community, challenging Reebok’s market share with its unique approach to footwear and apparel.

Under Armour

Under Armour, recognized for its high-quality performance apparel, offers a range of CrossFit-specific clothing and accessories. Under Armour’s CrossFit apparel is designed to provide comfort, support, and flexibility, allowing athletes to move freely during their workouts. The brand’s reputation for innovative and technologically advanced products positions it as a formidable competitor to Reebok in the CrossFit market.


Inov-8 specializes in lightweight footwear for functional fitness, including CrossFit. The brand’s shoes are engineered to provide exceptional grip, flexibility, and durability, making them popular among CrossFit athletes who prioritize agility and speed. Inov-8’s commitment to innovation and its focus on functional fitness continually keeps it in contention with Reebok in the CrossFit market.

New Balance

New Balance offers a range of durable shoes suitable for CrossFit workouts. Known for their craftsmanship and quality, New Balance shoes provide stability, cushioning, and support during intense training sessions. The brand’s reputation for producing reliable athletic footwear puts it in direct competition with Reebok in the CrossFit market.


Asics, a well-established brand in the sports industry, is known for its quality CrossFit training shoes. Asics shoes offer stability, comfort, and performance-enhancing features, making them a popular choice among CrossFit athletes. Asics’ reputation and commitment to delivering reliable footwear place it in the competitive landscape alongside Reebok in the CrossFit market.


Puma offers CrossFit shoes and fitness clothing that combine style and performance. Puma’s products are designed to provide comfort, support, and durability during intense workouts, making them an attractive option for CrossFit enthusiasts. Puma’s brand presence and unique design elements position it as a competitor to Reebok in the CrossFit market.

The North Face

The North Face, renowned for its durable outdoor apparel, provides a range of rugged clothing suitable for CrossFit. The brand’s apparel offers protection, functionality, and versatility, allowing athletes to perform in various weather conditions. The North Face’s reputation for quality and its crossover into the CrossFit market make it a formidable competitor to Reebok.


Reebok’s CrossFit Apparel

Types of Apparel

Reebok offers a wide range of CrossFit apparel, catering to different training styles and preferences. The brand provides clothing options such as t-shirts, tanks, shorts, leggings, sports bras, and jackets. These garments are designed to offer comfort, support, and freedom of movement, ensuring athletes can perform at their best during their workouts.

Technological Advancements in Fabric

Reebok’s CrossFit apparel incorporates technological advancements in fabric to enhance performance and comfort. The brand utilizes moisture-wicking materials, strategically placed ventilation panels, and stretch fabrics to keep athletes dry, cool, and unrestricted in their movements. Reebok’s commitment to incorporating innovative fabrics ensures that athletes can focus on their workouts without being distracted by discomfort or excessive sweat.

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Comparison with Competition

When compared to other brands in the CrossFit market, Reebok’s apparel stands out for its balance of style and functionality. Reebok’s long-standing expertise in sportswear, coupled with its understanding of the needs of CrossFit athletes, allows the brand to create apparel that meets the demands of intense workouts while also appealing to athletes’ sense of style. This balance sets Reebok apart from its competitors in the CrossFit apparel space.

Reebok’s Return to Fitness Roots

Divestment from Professional Sports

In recent years, Reebok has made a strategic decision to divest from professional sports sponsorships and focus on its roots in the fitness industry. This decision allowed Reebok to redirect its resources and efforts towards engaging with the fitness community and developing products that cater specifically to the needs of athletes and fitness enthusiasts.

Focus on Fitness Community

Reebok’s return to its fitness roots involved prioritizing engagement with the fitness community. The brand actively collaborates with fitness influencers, sponsors events and competitions, and supports fitness initiatives to connect with athletes on a grassroots level. This focus on community-driven initiatives helps Reebok stay connected to its target audience and understand their evolving needs.

New Branding Initiatives

To reflect its renewed focus on the fitness community, Reebok embarked on new branding initiatives. The brand updated its logo, incorporating a more modern and minimalist design. Reebok also launched marketing campaigns that emphasized inclusivity, diversity, and empowerment, positioning itself as a brand that celebrates all athletes, regardless of their level of fitness or skill. These branding initiatives serve to strengthen Reebok’s connection with the fitness community and its commitment to their fitness journeys.


Criticism and Controversies

False Advertising Claims

Reebok has faced criticism and lawsuits related to false advertising claims in the past. The brand has been accused of exaggerating the benefits and effectiveness of its products in marketing campaigns. While the majority of Reebok’s products are well-received and perform as advertised, false advertising claims have raised questions about the accuracy of some of the brand’s marketing claims.

Unfair Labor Practices

Like many global sportswear brands, Reebok has faced allegations of unfair labor practices in its supply chain. There have been reports of unethical and unsafe working conditions in some of the factories that produce Reebok products. Reebok, as part of its commitment to corporate social responsibility, has taken steps to address these issues, such as implementing codes of conduct and conducting audits, to ensure the fair treatment of workers throughout its supply chain.

Issues with CrossFit Partnership

The end of Reebok’s partnership with CrossFit was not without its controversies. The decision to terminate the partnership came after CrossFit’s former CEO made insensitive and inappropriate comments, causing significant backlash within the fitness community. While Reebok quickly distanced itself from the controversy, the association with CrossFit during this period raised questions about the brand’s judgment and values.

Future of Reebok

Post CrossFit Strategy

Following the end of its partnership with CrossFit, Reebok has adjusted its strategy to focus on the broader fitness market. The brand aims to engage with a wider range of fitness enthusiasts and athletes by diversifying its product offerings and expanding into new fitness disciplines. Reebok’s post-CrossFit strategy involves staying agile and responsive to evolving fitness trends and customer preferences.

Upcoming Product Launches

Reebok continues to innovate and develop new products to meet the needs of fitness enthusiasts. The brand has upcoming product launches planned, including the introduction of advanced performance technologies and collaborations with notable athletes and fitness influencers. These new product launches aim to solidify Reebok’s position as a leader in the global fitness market and attract a broader audience of fitness enthusiasts.

Expanding Markets

Reebok is actively seeking to expand its presence in emerging markets and underserved fitness communities. The brand recognizes the potential for growth in regions where fitness is gaining popularity and aims to develop localized strategies to cater to the unique needs and preferences of these markets. Reebok’s expansion efforts align with its mission to make fitness accessible and inclusive for all.

In conclusion, Reebok’s history, journey with CrossFit, product innovations, and partnerships have positioned it as a leading brand in the fitness industry. Despite facing criticism and controversies, the brand remains committed to delivering high-quality products and engaging with the fitness community. As Reebok moves forward, it strives to adapt to changing trends, expand into new markets, and continue to inspire and empower athletes and fitness enthusiasts around the world.