Reebok CrossFit

Launching the super‑light Nano X4 at Wodapalooza without an official invite

Reebok tasked IMA with launching its lightest training shoe, the Nano X4, at Wodapalooza in Miami—the world’s biggest CrossFit event—despite not being an official sponsor . To meet the challenge, IMA created a disruptive, community‑first activation that “hacked” the festival . A mad‑scientist‑themed Nano Lab truck invited attendees to trade in their heavy old trainers for super‑light Nano X4s; donated shoes were then given to the sneaker charity Soles4Souls . Brand ambassadors in white lab coats hosted live demonstrations to showcase the shoe’s technology in real time . The activation culminated in a partnership with local eatery Fiore Caffé, offering a free meal for every pair swapped and rewarding the community .

Growing buyability by going direct

The guerilla launch allowed Reebok to be present without being an official sponsor, building emotional buy‑in by aligning with CrossFit values—innovation, performance and community . By putting the Nano X4 straight into people’s hands (and onto their feet), the activation increased brand affinity and delivered measurable results.

Impact

• 350+ pairs Old shoes donated to Soles4Souls
• 400+ pairs Nano X4s given away during the event
• Notable spike Uplift on site traffic to Nano product pages in the Miami region
• Surge in social Mentions uplift during the guerilla activation