In recent months, 3D art has become a popular, non-traditional tactic for sports properties and their corporate partners to generate awareness in a fun way. As entities continue to mine for new ways to "escape the clutter" on game day, 3D art has proven to be a creative solution that surely generates the impressions that brands are looking for.
Reebok recently turned to 3D art to promote the CrossFit Games, its supported fitness program. CrossFit is a strength and conditioning program and licensor of 3,000+ gyms that is gaining interest and traction with fit consumers worldwide. Reebok partnered with two legendary 3D artists to create the largest ever 3D street art display and set an official Guinness World Record.
The result? Reebok and Joe and Max created a 1,160.4m 3D art display at London's West India Quays, Canary Wharf that generate a significant amount of interest. Reebok turned the exhibit into an engaging display by allowing public onlookers to participate in a Reebok CrossFit workout of the day on top of the artwork - a truly memorable experience.
Check it out below: