Reebok will Tattoo the Viking men and women that go hard - with a logo, forever and for real.

If there are any people who go hard and play hard, it's the combination of cross-fit people and Stockholmers. Maybe it's because they are the OG Vikings?

What foreign readers of Adland might find charming and interesting here, makes me sweat! You see, where I slowly stroll-jog, these massive viking bad-asses have no problem at all tossing tractor tires around them

They have a goal, see. The goal is to make it through the VIKING GAMES. As the name suggest, it's not easy.

Just last month, during the Tough Viking competition in Stockholm, Reebok set up a temporary tattoo parlor, offering a tempting incentive: a one-year sponsorship valued at around 58,000 SEK in Reebok gear for whoever dares to sport the largest rendition of the brand's new triangle logo on their body.

Camilla Nilsson, a 24-year-old winner, had no doubts, and got the biggest tattoo.

While eight others opted for smaller versions of the tattoos at the August 30th event, an additional 94 enthusiasts, unable to secure a spot in time, eagerly joined a waiting list, as reported by the Stockholm-based agency, The Viral Company.

The delta logo, inspired by Reebok's thriving CrossFit business, symbolizes transformation. For Nilsson, it serves as a reminder of her journey from being out of shape in 2012 to committing to exercise at least five times a week, culminating in her triumphant completion of this year's Tough Viking obstacle race. Her narrative is now immortalized in a new print advertisement featuring her and her ink.

"It's not just a striking graphic; it represents the profound changes I've undergone in the past year," Nilsson remarks in a statement. "Why not?" she quips in the accompanying video.

Celebrating personal achievements is understandable, even if sponsored by a corporation and ultimately serving its interests. The entire campaign aligns perfectly with Reebok's focus on hardcore fitness enthusiasts, encapsulated in the tagline, "Pain is temporary. Reebok is forever."

While some may view the partnership as a daring move, others might dismiss it as trivial. Yet, if Reebok ever veers from its current ethos, at least Nilsson won't be left with a corporate brand etched permanently on her skin.