The document describes a partnership between Reebok and CrossFit to hold pop-up gym experiences in major US cities in May 2017 called Cal4Cal. For every calorie burned by participants, Reebok and CrossFit will donate the same number of calories to Feeding America. Calories lost and donated will be tracked live so people can see the impact. Participants get a free workout, Cal4Cal merchandise, gym and Reebok discounts, and will help people in need through their workouts. The goal is to show fitness is about more than just exercise by bringing the community together and fundraising through an interactive event.

1. Andrea Baridon • Dalerys González • Tina Assadpour • Wonsik Cho
Reebok Cossfit

2. BENCHMARK

3. INSIGHTS
2014
2015
2016
2018
Overall Health
Community Motivation
Dangerous
Makes Tasks Easy
Intimidating
Expensive

4. EPIPHANY
24 year old
Fashion Blogger
Healthy Lifestyle
Intimidated by Crossfit
Spinning
PAUL
43 year old
Father & Husband
Exercise at Home
Scared of the Dangers
TRIBES

6. Cal4Cal

7. Crossfit burns on average 16 calories per minute.

9. Operational
Growth
Customers
A
B C
A
B
C
KPIs - Proof of Success

10. Help
Login
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About Us CAL4CAL Cities Merchandise
About Us CAL4CAL Cities Merchandise
New York
MiamiMiami
Chicago
St. Louis
Dallas
Denver
Los Angeles
Portland
Merchandise A
Merchandise B
Merchandise C
Merchandise D
Merchandise E
Page
Links
Sections
Posts
Pictures
More
Pictures

12. WEBPAGE & WIREFRAME

13. HOME

14. LOGIN LIGHTBOX

15. ABOUT Overall Health
Community Motivation
Dangerous
Intimidating
Expensive

16. Community is at the core of everything we do. Together, our shared passions fuel us to go further
and do more than we ever thought was possible. This collective energy brings out the best of
who we are and compels us to push past our limits.
Just as we know our tribe’s potential is limitless, we believe in the endless impact of our
community giving programs, and brand partnerships. This dedication is infused in everything
that we do and is apparent in our products, employee engagement and our social purpose.In
honor of our mission, we want to show the world that fitness is more than just a workout.
So this May 2017, Reebok and Crossfit are partnering with Feeding America to create pop-up
gym experiences in major cities all across America. Crossfit burns an average of 16 calories per
minute of continuous activity, so for every calorie burned by participants, it’s only fair that we
donate the same number of calories to Feeding America, we call this Cal4Cal. These calories
lost and donated will be viewable on live tracking screens so that everyone can see the
tremendous impact that our community can make when we challenge and lead the fitness world
through creativity. Participants get a free and community building endorphin rush, Cal4Cal
merchandise, discounts on cross fit gyms and Reebok purchases, and most importantly they get
to feel great about helping those in need. Yeah- it’s a win-win-win-win.

17. CAL4CAL

18. CITIES

19. LIGHTBOX MAP

20. MERCHANDISE

21. PHONE VERSION

22. PHONE WIREFRAME

23. MORE THAN JUST A WORKOUT