The brand says the new strategy is designed to “change the way people perceive, define and experience fitness” and achieve Reebok’s ambition “to bring fitness to the world and be seen as the world’s fittest company”.

Reebok has identified the fitness sector as a “significant opportunity” and it hopes to “own this space” around the world.

The campaign, which includes a partnership with fitness programme CrossFit, will be launched in the UK in March at an event at Tower Bridge alongside Reebok’s “The Sport of Fitness has Arrived” campaign.

The TV, print, digital and outdoor campaign will focus on CrossFit, a fitness training regime that combines strength and conditioning in 30-minute group sessions.

It will also feature sportsmen such as cricketer Gautam Gambhir, NFL stars Chad Ochocinco and Roddy White and NBA star John Wall.

Experiential activity will see the brand launch pop-up CrossFit gyms in shipping containers located in iconic places around the world such as London Bridge and the Empire State building.

Reebok president Uli Becker says: “There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport – with all the elements that we love about traditional sports.”

CrossFit claims to be one of the fastest growing fitness movements in the country and is used in gyms as well as police and military training academies and by athletes.

Fitness activities in the scheme include weightlifting, sprinting, gymnastics, power lifting, kettlebell training, plyometrics, rowing, and medicine ball training.

Reebok, which is part of the Adidas Group, is also launching internal initiatives to encourage employees to get fit via CrossFit and be more productive.