The Sport of Fitness: Reebok Pumps Up CrossFit Deal

Since signing a sponsorship deal in 2010, Reebok has sponsored the annual CrossFit Games — an elite competition for those addicted to CrossFit's punishingly tough workouts that push the body to the point of pain — and now it's rolling out a new collection of CrossFit shoes and apparel, which it's promoting on Twitter with a #reebokcrossfit hashtag.

The brand's description on its new commercial, above: "The Sport of Fitness has arrived. Fitness that's about retraining your body and rewiring your mind. This is about altering your definition of exercise. Reebok wants you to become part of a thriving community, where people are passionate about fitness. Where anyone, from world-class athletes to stay-at-home moms, can see drastic improvements and measurable results through hard work. This is a place where everyone you see, talk to, and sweat with becomes part of your fitness lifestyle. Welcome to the community Reebok has embraced. The CrossFit community. 3, 2, 1 ... GO."

For more, watch Reebok's 'making of' and intro to CrossFit videos below.