The new workout

Reebok’s branding for the Indian market is set to match its international standards with CrossFit 

If you were waiting for your bags at Delhi airport’s T3 terminal any time in early April, you probably didn’t spend much time staring at an empty baggage carousel. Instead, you would have seen large-ish, brightly-coloured cardboard boxes circle past, emblazoned with the Reebok CrossFit logo. “The sport of fitness has arrived,” the boxes announced to bemused passengers. It was an innovative promotion for a new product by Reebok and perhaps the first of its kind at an Indian airport. But that’s not the only reason it stood out — it was also a telling indication of how the sportswear major’s India strategy is changing.