Reebok Beer? Harpoon Sneakers? Active Tie-In Goes Running

Harpoon Brewery and Reebok, both based in Boston, have combined resources to produce a specially packaged beer and a co-branded running shoe.

Harpoon Rec. League — The Reebok Edition, a special-edition 12-pack of the brewer’s low-calorie (120), low-alcohol (4%) “hoppy” pale ale, will be on sale through August, with cans sporting Reebok’s logo and the pack evoking Reebok’s sneaker box design. The Reebok edition of Harpoon Rec. League will be available in 4-packs ($8.99) and 12-packs ($14.99).

A portion of every sale will go BOKS, a free physical activity program designed to get kids active.

The Reebok x Harpoon Rec League Floatride Energy 4 Adventure Running Shoe is a limited-edition release, in Harpoon’s colors of aqua and red,that will be awarded to 10 winners of a sweepstakes running through July. Reebok plans to introduce a non-co-branded edition of the same shoe in August.



Like Reebok, Rec. League cultivates an active image, down to its healthy-sounding ingredients, which include buckwheat kasha, chia seeds, Omega-3 fatty acids and antioxidants.

“Rec. League was the first beer we created that both complements an active lifestyle and embodies our ‘love beer, love life’ motto,” noted Dan Kenary, chief executive officer and co-founder of Harpoon.

“Harpoon shares Reebok’s commitment of enhancing the lives of others,” stated Caroline Machen, vice president of global marketing at Reebok Design Group.

Also supporting Rec. League beer, Harpoon said it will run a three-month digital campaign featuring videos and carousel display targeted to its audience of active-minded 21- to 39-year-old craft beer drinkers

Harpoon Brewery, founded in 1986, has distribution in 23 states, with the heavy majority of sales in the Northeast. It also operates tap rooms in Boston and Windsor, Vermont, both of which will be selling Harpoon Rec. League — The Reebok Edition on tap.


Next story loading loading..