CrossFit begins with a belief in fitness. The aim of CrossFit is to forge a broad, general and inclusive fitness. It is a program that will best prepare trainees for any physical contingency — not only for the unknown, but for the unknowable. CrossFit is also the community that spontaneously arises when people do these workouts together. In fact, the communal aspect of CrossFit is a key component of why it’s so effective.
I was fortunate enough to be a part of Reebok's partnership with CrossFit for a number of years working as a graphic designer at Reebok. The process work below is a small cross-section of some of the graphic and creative direction I worked on for the FW13 season of CrossFit apparel, footwear, and graphics.