Well, not just on your ass, as it happens, but anywhere. And the bigger the better. But why, you ask, quite rightly, would you want to do that? Well, the concept is tied to the old no-pain-no-gain dictum, with Reebok taunting its customers into showing concretely just how far they're willing to go to manifest their determination to be fit, coupled with their connection with the brand, in a physical (and somewhat painful) way.
It helps if you're Swedish, since the action will take place on August 30 at the Tough Viking event in Stockholm, which is apparently the largest and most demanding obstacle race in Scandinavia. If slogging through 15 kilometers of fire, ice, monkey bars, water obstacles, tires, swamps, net traps, roman rings, giant ramps, pipes, walls, rope climbing and American football players (!) is your idea of a good time, you won't want to miss it.
While you're there, all you need to do is agree to have the new Reebok logo (shown at right) tattooed anywhere on your body, at any size, and you'll take home a complete Reebok fitness kit, with a value of 5,000 SEK (about $730). And if you get drunk enough and agree to get emblazoned with an obscenely large logo, you just might snag the top spot of a "year-long, fitness-packed sponsorship" with Reebok, with a value of 40,000 SEK ($5,850).
As the marketing blurb puts it: "At Reebok, we live and breathe fitness. It's not just a diet, a trend or a quick fix — for us it's forever. But how strong is your bond to fitness? Now is your time to show it."
Somehow I can't imagine CEO Uli Becker "showing" a Reebok logo. And if he's not up for it, why should I volunteer?