If it is already in your DNA, why reinvent the wheel? After Reebok dominated the fitness and aerobics wave / movement in the 1980s with groundbreaking products and marketing, the company signs a long-term partnership with CrossFit, a core strength and conditioning program, in 2011. Two years later, the studio categories Yoga, Dance and Aerobics followed, and Reebok has been back on track to become THE fitness brand with the goal to empower consumers to be fit for life. Or should we say REEbecome?