Reebok literally plans to cover all bases with its new “Sport of Fitness” multi-media campaign, which will feature Justin Verlander (MLB), John Wall (NBA), Chad Ochocinco (NFL), Lewis Hamilton (F1 driver) and athletes from such sports as cricket and extreme cross-fitness.The campaign from Reebok, a division of adidas, breaks Jan. 15 during the NFC divisional playoff game on Fox between the New York Giants and Green Bay Packers. Activation also includes additional TV spots, print, Internet and outdoor. Social media includes YouTube, Facebook and Twitter, as well as a micro-site at Reebok’s home page.The global effort supports CrossFit, Reebok’s proprietary strength and conditioning program, as well as Reebok’s RealFlex and ZigTech performance shoe lines. Lead agency is mcgarrybowen, New York.Reebok said the campaign would “unveil a sport that is about community, competition and camaraderie – and delivers amazing results.” The effort features such CrossFit athletes as Rich Froning (the Fittest Man on Earth) and Annie Thorisdottir (the Fittest Woman on Earth), who won their respective divisions in the 2011 Reebok CrossFit Games held at the Home Depot Center in Carson, California.Retail sales of workout/exercise footwear category tops $3.35 billion, according to trade group Sporting Goods Manufacturers Assn.According to Matt O’Toole, Reebok CMO, “More and more people are coming together to experience fitness in a community environment, with shared goals, shared experiences, and a certain level of competition. This campaign taps into this trend. It shows that fitness can be experienced in a supportive, engaging and dynamic way.”The launch spot begins with several shipping containers leaving Reebok headquarters in Canton, Mass., by truck and being transported around the world by ship, rail and helicopter. At the end, a young man opens one of the containers and sees people doing CrossFit. Verlander, Wall, Ochocinco and other athletes will appear in subsequent creative.(See the full spot here.)As part of its experiential activation, Reebok said it would bring shipping containers carrying mobile CrossFit gyms complete with equipment for a 15-person workout to locations around the world.