How Reebok Became the Go-to Fitness Brand for Athletes - Muscle

Back in 2010, the stodgy brand made a bold choice: to go all in on CrossFit and revamp its company. It seems to be working.
I’m surprised when the guy next to me takes off his shirt in the middle of our workout—not because that’s unusual for a CrossFit class, but because he’s a few feet away from his boss’ boss’ boss: Matt O’Toole, the CEO of Reebok. Like most days around noon, O’Toole is grunting through the workout of […]

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