Reebok is all about living a healthy lifestyle, displayed through its products and partnerships with fitness-based entities. The brand moved closer toward its healthy ethos today by removing soda from its Canton, Mass., headquarters.
To display its removal of soda – and passion for all things fitness – Reebok enlisted the services of Austin Malleolo, an instructor at its on-site CrossFit box, to remove the old vending machines from the campus. Malleolo did so through a unique WOD involving flipping a machine like a tire out of the building.
The brand revealed in a statement that it conducted a general population U.S. survey that uncovered what people will do to get a sugar fix, especially soda. What Reebok said it found in the survey was disturbing: Nearly 30 percent of those surveyed stated they would rather give up their pinky toe than soda, and three in 10 people admitted they would rather lose their job than stop drinking soda.
But the data also revealed that people don’t know what they’re even drinking: Reebok said four in 10 people surveyed could not name three ingredients in soda.
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“The goal for us here at Reebok is simple: to be the very best fitness brand in the world and to inspire everyone who touches our brand – consumers, fans, and employees – to reach their potential. And our mission starts right here, with our own people,” said Matt O’Toole, president of Reebok, in a statement. “After seeing these survey results and hearing directly from many of our employees here, we felt removing sugary products from our HQ was simply the right thing to do. As a fitness company, we know how important it is to move – to use our body as it was meant to be used – but what we put in our bodies is equally as important.”
The brand not only removed soda from its headquarters, it eliminated other drinks loaded with sugar, large candy bars, fried foods, white breads and pastas. Those items have been replaced with whole foods including nuts, fruits and vegetables.
Reebok’s headquarters features fitness accommodations for its employees including a 12,000-square-foot CrossFit box, a basketball court, soccer pitch, tennis courts, cycle studio, running track, obstacle course and a 37,000-square-foot fitness center with classes available throughout the day. The brand estimates that more than 85 percent of its staff – totaling 1,000 employees – participates in some physical activity daily at its campus.