Brands Launch New Collaboration with Reebok Spartan Race Times Square Challenge” in New York City; a Celebration of America’s Newest Sport: Obstacle Racing

Canton, MA [January 17th, 2013] – Reebok, the global fitness brand, and Spartan Race, the world’s leading obstacle racing series and Outside Magazine’s Best Obstacle Race in 2012, have today announced a multi-year partnership. The collaboration marks Reebok’s commitment to one of the world’s newest and fastest growing sports – obstacle racing.

As part of the multi-year collaboration, Reebok will be the title sponsor for the global race series beginning with the first race of the season at Vail Lake Resort in Temecula, CA on January 26th and 27th, and the official apparel, footwear and accessories supplier for the Reebok Spartan Race series. In addition, the Reebok Spartan Race will be featured in the brand’s upcoming global marketing campaign – the first time obstacle racing has been featured in a major campaign. Reebok also plans to develop a range of products specifically created for the demands of Reebok Spartan Race athletes, which will be available in fall 2013.

The partnership was launched with a traffic-stopping live event in New York – The Reebok Spartan Race Times Square Challenge. Times Square’s first ever extreme obstacle race saw hundreds of contestants take part including actress/model Brooklyn Decker; former NY Giants All-Pro Tiki Barber; Spartan Race Champion Hobie Call; and Spencer Hendel, winner of the Obstacle Course event at the 2012 Reebok CrossFit Games.  The Times Square course featured a 7 ft. wall climb, a mud crawl with barbed wire, a 10 ft. high Hercules Hoist, a 75 ft. sandbag carry, and other obstacles..

The tie-up between the two brands is built on shared values about the future of fitness. Reebok’s mission is to change the way people perceive, experience and define fitness and empower them to be physically, socially and mentally fit for life. Spartan Race is the perfect partner to help spread this message. Founded in 2010, the race series expects to attract 500,000 athletes in 2013, up from 350,000 in 2012, many of whom are people looking for a new alternative to more traditional forms of fitness.  Spartan Race currently has more than 2.3 million “likes” on Facebook and is one of the fastest growing series in the sport of obstacle racing.

Spartan is a timed event series featuring races at three escalating distances in locations worldwide. The series culminates in a world championship finale with a prize fund of over $500,000. As well as the competitive elite heats, Spartan Races are set up for all levels and ages of athlete to take part and engage in a new form of fitness.

“At Reebok, we recognize that the fitness landscape is changing. More and more, people are beginning to see fitness as part of their lifestyle rather than simply an activity, said Matt O’Toole, Chief Marketing Officer at Reebok.  “Spartan Race is at the forefront of this movement. It enables people to come together to experience fitness with a community of like-minded people – to take part in something that is challenging and daunting, but at the same time, inspiring and fun. This is what makes it so rewarding, and is a large part of what is fueling the incredible growth of the sport.”

Adds Spartan Race founder Joe De Sena, “Reebok shares our vision – they think, act, and live exactly like we do down to the last detail. Both organizations believe that through fitness, ordinary people can realize their full potential and reap benefits throughout their lives.

“Reebok will help us expand globally, pursue our goals of making obstacle racing an Olympic sport, share the healthy living we promote, and rip people off their couches and do what human beings were made to do: run, jump, sweat and climb,” De Sena said.

About Reebok

Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied heritage in running, training and fitness. A subsidiary of the adidas Group, Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division.  Reebok is the exclusive outfitter of CrossFit and the Reebok CrossFit Games and main event partner and official apparel and footwear supplier for the 2013 Red Bull X-Alps. For more information, visit Reebok at Or, discover Reebok at the following locations:;;; and

About Reebok Spartan Race

Reebok Spartan Race, voted Outside Magazine’s Best Obstacle Race in 2012, is the world’s leading obstacle racing series and the first of its kind to have global rankings. With 350,000 participants in 2012 and 60 events planned for 2013, Reebok Spartan Race is making this one of the fastest growing sports in the world. Reebok Spartan Race is a timed event series featuring races at four escalating distances in locations worldwide that culminate in a World Championship Finale with cash and prizes for the champions – with a half-million dollars in cash and prizes awarded in 2012 alone. While featuring competitive elite heats, Reebok Spartan Races are for athletes of all levels and abilities and are geared toward ripping people off their couches and into the outdoors.

You’ll Know at the Finish Line – A Spartan Guide to the Sport of Obstacle Racing, a new e-book from Spartan Race co-founders Joe De Sena and Andy Weinberg that inspires readers to find and unleash their inner warrior, is available for free on the company’s website.

Go to for more information, a schedule of events or to register for a Reebok Spartan Race. For videos, please visit

Spartan Race

Alfred Schreiber

Mobile: (646) 320 -5142

Jeff Blumenfeld

Direct: (203) 655-1600

Mobile: (203) 326-1200


Dan Sarro

Direct: (781) 401-4443

Richard Barker

Direct: +1.646.619.2805

Mobile: +1.917.287.9992

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17 Responses

  1. avatar

    can i participate if i come down there or am i to spectate others running the course… im in the Bronx i know its over at but i can come. am i to show support to the ones that are chosen?

  2. avatar

    Hi, guys… I have to say, after some consideration, that I don’t like having Reebok as a “title sponsor”. Spartan Race has always enjoyed the mystique of the Spartans of long ago. Rebranding the Spartan Race as the “Reebok Spartan Race” definitely diminishes its authenticity, and, therefore my desire to participate. I can pick up a Reebok shirt with the Reebok name and logo at the local Reebok outlet for $5. However, having to earn my Spartan Race t-shirt brought a certain amount of pride. Now, I’ll just feel like another walking corporate advertisement with Reebok on everything associated with Spartan Race.

  3. avatar

    Will Reebok, and Spartan Race be coming out with new gear i.e shoes, clothing, equipment?

  4. avatar

    I understand the business relationship that SR now has with Reebok, but I am begging you please, PLEASE DO NOT add ‘Reebok’ name or logo onto the medals.

    Thank you for listening.

  5. avatar

    If I had known you were going to do this I wouldn’t have shelled out so much cash for 2013 entry fees to earn a trifecta medal. I don’t want Reebok’s logo or brand name on my medals. I didn’t sign up for a reebok spartan. I signed up for a Spartan Race. Title sponser…. Seriously!?!

  6. avatar

    Buenos Dias !

    Les escribo desde ARGENTINA, tendria interes en certificar en el SPARTAN RBK, me gustaria recibir informacion, dias, costos, fechas posibles y lugar para organizar mi viaje. Saber si la certificacion se da en ESPAÑOL…? Estuve hablando con su gente en San Diego ( IDEA)por eso mi interes.

    Un abrazo y mis respetos!!
    Inst:Daniel Tangona
    Face: daniel tangona
    tw: @tangonabootcamp

  7. avatar

    This is great news in the battle for supremecy in the obtsacle racing space…Reebok has recognized what we know, Spartans rule…congratulations Joe and Team on this major victory.

  8. avatar

    A colleague referred me to this website.
    Thank you for the resources.

    My web blog – gym perth

  9. avatar

    Hey guys the medals have not changed i know this because i just got done with the socal super. The shirts are a little different for the better i think but, i am just one person

  10. avatar

    Kind of disappointed. Been struggling to get in shape for my first spartan sprint. Was going to be so proud with my t-shirt after completing my first spartan. Now, not so much. Don’t want reebok plastered all over my shirt or medal.
    I was planning on paying for entry on Wednesday 1/30 for the citifield event in NYC. I might just choose a different race now.

    I need to think about this some more.

  11. avatar

    I hope that Reebok does not do the same thing that they did to CrossFit- to come into the market just to do a product introduction. How is Reebok committed to this series or the athletes? What kind of trail running shoes does Reebok carry? What a joke. Basically, Reeboks marketing strategy is to follow Inov-8 around. Guess I’ll find a new race series this year.

  12. avatar

    Reebok = Inov8 5 years ago.

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