Reebok Bacon: It’s a thing

While the cult of CrossFit was busy praying to the Paleo Diet gods for pure, unprocessed bacon, Reebok was listening in from the nave.

The brand has developed its own version of the breakfast staple in honour of the Reebok-sponsored CrossFit games, to go along with dieter’s regiment of healthy fats, fruits and veggies.

Launched last week to lineups of adoring, super cut and hunky fans, Reebok Bacon follows the principles of Paleo – uncured, free of nitrates, preservatives, MSG and sweeteners. Plus it was sourced from a provider endorsed by the dieter’s premier periodical, Paleo Magazine.

While it could be quite possibly one of the most absurd brand extensions to come out of the marketer’s boardroom, it’s also kind of genius.

Since 2007, the CrossFit Games have gained steady momentum and have grown 166 per cent year-over-year according to market researchers Channel Signal.

Last year 140,000 submitted scores from five standardized workouts in hopes of running, jumping and lifting with the best. And as this year’s winner of the “Fittest Woman on Earth”, Quebec student Camille Leblanc-Bazinet can attest, the $275,000 prize sponsored by Reebok doesn’t hurt either.

If the brand is looking to connect with CrossFit geeks, bacon seems like an apt conduit. But reaching into left field for brand extensions doesn’t always pay off.

Last year, that overtly condescending “For Dummies” series released yellow and black branded “Wine for Dummies” wine. Maybe it’s just us but isn’t half the fun of wine pretending somewhere at the back of your closet there’s a sommelier certificate with your name on it collecting dust? Serving up wine with phonetic pronunciation on the labels just might be a step towards blowing your cover.

It seems 2013 was a great year for reaching.

In addition to bringing street anthems like “Protect Ya Neck” and the grimy style of Ol’ Dirty Bastard, Wu-Tang Clan decided to commemorate their 20^th anniversary last year with a fixed-gear bike. The collaboration between the hip-hop legends and couldn’t-be-further-from-the-hood, Arizona-based State Bicycle Co. is even further off-brand then the line of martial arts films Wu-Tang has a habit of endorsing.

But the most out there, and a personal favourite, is surely Colgate Kitchen Entrées. Because the first thing you equate minty breath and freshly brushed chompers with is eating microwaveable dinners, right?

The product got the kibosh before it even left U.S. soil but somewhere out there, hidden behind the stacks of frozen foods is a Colgate Kitchen Entrées that might have slipped through the cracks.

At least if they find it, they can stock it near the Reebok bacon.