Camilla Massa Signs with Reebok Europe

Camilla Massa has entered into an official partnership with Reebok Europe.

Reebok Europe had this to say on their official announcement of the partnership:

Newcomer to the Reebok roster, Camilla Massa’s journey to global athlete began with a desire to find balance and a purpose that transcended her quiet life.

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Discovering HYROX in 2021 transformed her trajectory, offering not just a physical challenge but a supportive community. Defying convention she became a professional athlete in her thirties and has achieved significant accolades, including fifth place in the world at HYROX Major in 2023.

With Reebok officially at her side, @camillamassa.athlete sees her greatest responsibility as inspiring others to follow their dreams. — @reebookeurope

Originally from Italy but now residing in Lyons, Colorado, Camilla has been a consistent name in the DEKA & HYROX space.

Camilla is working with Lucile Phelouzat of Bakland Management, who helped her acquire the partnership.

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On the @hyrbridfitnessmedia Instagram page, Camilla made clear that this is a partnership and not a sponsorship.

I just want to clarify that it’s a partnership not a sponsorship. The @reebokeurope team welcomed me, making me feel part of a team with which to grow together. They are a close-knit team and I share their values and mission. I am immensely grateful for this opportunity. 🙌 — Camilla Massa

Bakland is Coming After Hybrid Athletes

This comes on the heels of Meg Jacoby recently joining forces with Bakland, who recently helped Meg sign a deal with ESN (Elite Sports Nutrition).

Bakland represents some of the best athletes in the CrossFit space. CrossFit athletes Sara Sigmundsdóttir, Emma Lawson, BKG, and Ricky Garard are all represented by Bakland.

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Andrew Hiller of HillerFit recently profiled Emma Lawson on his YouTube channel, and Snorri was seen supporting Emma during her appearance at the Rogue Arnold Strongman Classic.

It appears Bakland is actively pursuing hybrid athletes outside of the CrossFit world now.

A little over a year ago, Bakland Management dipped its toes into the hybrid space when it agreed to represent HYROX champion and world record holder, Hunter McIntyre.

Massa’s Recent Performances

Camilla has struggled in her past two HYROX races, finishing 14th at HYROX Vienna, followed by an 8th place finish at HYROX Washington DC. She was a pre-season favorite to qualify for HYROX World Championships, but with 8 of the 15 spots filled, Massa’s name is not on the list.

She’ll need to fight for one of the remaining 7 spots at a HYROX last chance qualifier. There are two last chance qualifier races, one in Germany in April, and another in Anaheim, CA in May.

Despite her recent struggles on race day, her presence at events and on social media was enough for Reebok to agree to a partnership.

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Who’s Next?

There are several big name HYROX & DEKA athletes who have yet to announce any big partnerships. Who do you think Bakland is going to represent next?