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On Brand: Reebok HQ Eliminates Sugary Drinks

Employees with a sweet tooth at Reebok’s headquarters in Canton, Mass., might want to get acquainted with the nearest Shell station. The company announced Thursday that it is eliminating soda products from its HQ.

The fitness brand enlisted the help of its own staff, led by Reebok CrossFit One instructor Austin Malleolo, to remove all of the old vending machines from its campus.

“The goal for us here at Reebok is simple—to be the very best fitness brand in the world and to inspire everyone who touches our brand—consumers, fans, and employees—to reach their potential. And our mission starts right here, with our own people,” said Matt O’Toole, Reebok president.

He added, “As a fitness company, we know how important it is to move—to use our body as it was meant to be used—but what we put in our bodies is equally as important.”

The announcement comes on the heels of a company-wide sugar reduction initiative in 2015. In addition to the removal of sugary beverages, Reebok HQ has replaced large candy bars, fried foods, white breads and pastas with whole foods such as nuts, fruits and vegetables.

Reebok touts its Canton headquarters is being a “beacon for fitness.” More than 85 percent of the 1,000 employees participate in some form of physical activity on a daily basis at the brand’s campus, which features facilities like a 12,000 square-foot CrossFit Box, multi-use basketball court, soccer pitch, tennis courts, cycle studio, running track, obstacle course and a 37,000 square-foot fitness center with fitness classes available for all staff throughout the day.