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Old 03-04-2014, 03:04 PM   #1
Christopher Morris
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Magazine ad

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I saw this in a magazine here in Denver. This magazine ad says, "It's not CrossFit, it's better," despite looking exactly like CrossFit. Shirtless guy, sportsbra girl using barbells and med balls. There are plyoboxes and a chalkboard with the workout written on the wall. Fifty-minute, high intensity class? Check.

I think this is interesting because CrossFit has grown enough of a following, enough clout, that advertisers are trying to compete with it.
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Old 03-04-2014, 03:43 PM   #2
Andy Shirley
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Re: Magazine ad

Can you use the CrossFit trademark like that? To explicitly say what you are not, even though they clearly want that association?
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Old 03-04-2014, 08:21 PM   #3
Christopher Morris
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Re: Magazine ad

I dunno. Their website has a "Dirty Thirty" class that is described as "inspired by CrossFit TM." I think that pushes the limit more than this ad.
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Old 03-04-2014, 08:53 PM   #4
Corey Coleman
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Re: Magazine ad

How many people signed up to compete in their games? But seriously... I have had the opinion for a long time that if another sport/fitness venue had promising benefits to physical preparedness that were not already also being offered within the "bounds" of the CrossFit methodology, we would just adapt and swallow them up. This has helped me disprove several close friends who thought CrossFit was a fad... it is hard to argue that any of the parts that compose the whole (gymnastics, running, rowing, weightlifting, etc.) are fads, therefore, it would be hard to say the entirety is either. I don't know how you can claim to be better than something that is continually improving. If this is really that much better... I would think we would be incorporating it into our programming.
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Old 03-07-2014, 08:41 AM   #5
Eric R Cohen
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Re: Magazine ad

Quote:
Originally Posted by Andy Shirley View Post
Can you use the CrossFit trademark like that? To explicitly say what you are not, even though they clearly want that association?
http://www.insidecounsel.com/2011/11...k-in-marketing WFS
Based on the above take, they can use the mark. Coke says they are better than Pepsi all the time and vice versa. IMO, no one who does crossfit is going to switch, and it may make people on the fence go try crossfit. Seems like a lame ad to me.
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