There are dozens of cars at NAIAS, but only one “FitTruck,” courtesy of Reebok and Ford.
Reebok teamed up with Ford Motor Company at the North American International Auto Show in Detroit to promote physical fitness and American automobiles. The FitTruck is a Ford Transit van that has been customized into a type of mobile workout station with Reebok’s help.
After a seven city, 2000-mile tour through the East Coast, the Reebok x Ford FitTruck was on display at the Ford stand for “Media Days” from Jan. 9-10 at NAIAS.
Reebok spokesperson and fitness expert Cory Gregory showcased the fitness truck throughout the two days, “lifting weights, lunging around the auto show,” says Reebok.
As a fitness guru, Gregory has been regularly featured on the cover of fitness magazines, participated in more than 30 powerlifting competitions and is a best-selling author.
While unconventional, the Ford x Reebok FitTruck is just one of many promotional campaigns by the footwear brand in attempts to regain consumer interest and combat the company’s steady sales decline that started in 2005 after its purchase by Adidas. Since appointing a new creative director in 2016, Reebok has launched online campaigns with brand ambassador Gigi Hadid and proposed athelesuire apparel for former Secretary of State, Hilary Clinton.
In an effort to further distinguish itself from other athletic apparel brands, like fellow American brand Nike or its parent brand Adidas, Reebok has partnered with workout brands like CrossFit and Les Mills of Bodypump and Bodycombat.