Reebok Ends Partnership with Crossfit Over CEO’s Comment On George Floyd

Photo by LexScope on Unsplash

Reebok has cut ties with fitness firm, CrossFit, after the CEO of CrossFit, Greg Classman, tweeted “It’s Floyd-19” in response to a tweet about racism being a public health issue.

CrossFit previously had a 10-Year deal with Reebok, with Reebok being the main CrossFit sponsor and licensee of CrossFit apparels. Also, Reebok was supposed to become a title sponsor for the CrossFit games after the end of their current contract in 2020, but this will no longer be happening.

An official statement was released by Reebok, which read: “Our partnership with CrossFit HQ comes to an end later this year. Recently, we have been in discussions regarding a new agreement, however, in light of recent events, we have made the decision to end our partnership with CrossFit HQ. We will fulfil our remaining contractual obligations in 2020. We owe this to the CrossFit Games competitors, fans and the community.”

A number of brands across the United States have also ended their partnerships with CrossFit, including Washington D.C.’s Petworth Fitness, Portland, Oregon’s CrossFit Magnus, and Seattle, Washington’s Rocket Crossfit.

Rocket CrossFit in Seattle posted that it will be changing its name to Rocket Community Fitness, and will likely disaffiliate from CrossFit when it is able to renew its contract