THE CHALLENGE: Reebok was no longer the NFL’s official licensee but wanted to stay relevant through fitness, specifically CrossFit. We still had Reebok’s NFL athletes on the payroll, so why not let them continue to earn their pay by turning them into CrossFit ambassadors? Using our NFL talent to transition into Reebok’s CrossFit initiative helped usher in the focus on fitness that is at the brand’s core to this day.