Reebok has launched a line of bacon—yes, real bacon—in light of the 2014 Reebok CrossFit games. Sourced by U.S. Wellness Meats, the bacon is uncured and contains no nitrates, preservatives, MSG or sweeteners, keeping in line with Paleo diet guidelines. “Reebok wanted to engage with the CrossFit community in an authentic, memorable way. The CrossFit community loves bacon. They eat it. They talk about it. Some even wear clothes featuring it. We wanted to embrace the love of bacon and build something fun for the community, while remaining authentic to its spirit,” says Will McGinness, executive creative director at Venables Bell & Partners, the agency that helped bring the idea to fruition. Packaged in dry ice, 74 bacon boxes were distributed to participants before the games. The public was also able to sample the bacon from the on-site Bacon Box food truck, which served options like bacon-wrapped artichoke, bacon-wrapped chorizo-stuffed dates, bacon-wrapped seasoned pork belly, and bacon-wrapped carne asada and pepperoncini. For more information you can visit Reebok’s official website.

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