Global in pictures: Reebok's fitness ice challenge in Paris

Reebok invited fitness fans to 'earn' prizes from its new Activchill clothing collection in Paris recently, by freeing them from blocks of ice.


Those who visited the Salon Body Fitness Paris expo at Porte de Versailles were challenged to ride on the brand's assault bike for two minutes non-stop, at which point they could unlock Activchill items, which were encased in ice.

The bike was hooked up to several heaters that melted the ice at the rate of each person's physical exertion. Those who held on for the whole two minutes walked away with a product from the new collection.

The space was decorated with other items from Reebok's cooling clothing collection, which were also suspended in blocks of ice. 

Brianna Moreno, senior brand manager, Reebok Training, said: "The Activchill activation was a huge success and showcased Reebok’s tough fitness brand positioning.

"Participants got a real kick out of earning the new Activchill product through the two minute workout, breaking a sweat, pushing their bodies to the limit, and seeing the results right in front of their eyes. The energy of the crowd and community that gathered was contagious." 

The activation follows Reebok's interactive billboard stunt in Stockholm, which challenged passers-by to race against a speedometer to unlock a pair of ZPump 2.0 trainers. 

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @gcaffyn 

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs