The fitness company CrossFit is accredited with reenergizing the Reebok brand and boosting sales. But now five years into a ten-year partnership with Reebok, CrossFit creator Greg Glassman has some pretty strong opinions about the owners of Reebok, the German corporation Adidas. “I’d like to see Reebok sold,” Glassman recently told 60 Minutes. To whom, asked CBS correspondent Sharyn Alfonis. “To someone young, fresh and excited and willing to enter into the modern era of things,” said Glassman.
Glassman knew what he said was bold. He’s not your avergage CEO. He owns 100 percent of the $4 Billion brand and reports to no board of directors. Now he’s using one of the most popular TV news programs, 60 Minutes, to piss off and embarrass Adidas. But will his new release of hot air influence executives at Adidas? His interview will air Sunday, May 10 at 8pm.