Reebok, other brands cut ties with CrossFit over CEO’s remark on George Floyd

Reebok announced that it will end its partnership with CrossFit after the CEO of the fitness network made an insensitive remark about George Floyd on Twitter. On June 7, the Institute for Health Metrics and Evaluation (IHME) shared its director’s statement calling racism and discrimination as critical public health issues that demand an urgent response. The CrossFit CEO responded to the tweet:

Glassman further wrote criticising the research institute that its “failed model” quarantined businesses and wrecked the economy. 

Reebok told Footwear News in a statement that its partnership with CrossFit HQ comes to an end later this year. While the company was in regarding a new agreement, it decided to end the partnership with CrossFit HQ in the “light of recent events”, in an apparent reference to Glassman’s tweet on George Floyd.

Reebok said that it will fulfil its remaining contractual obligations in 2020 and expressed gratitude for the strong bonds the company created with coaches, box owners and athletes around the world over the past 10 years. The backlash over Glassman’s tweet prompted several other affiliates to end their partnership.

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'Completely unacceptable'

Nick Hurndon, owner CrossFit Magnus, made public a letter written to CrossFit headquarters in which it announced ending company’s affiliation. Hurndon said that Glassman’s response to the current movement to end systemic racism and police brutality is completely unacceptable and does not align with the company’s values or beliefs.

“We recognise that doing the right thing, being on the right side of history, standing for justice and wholeheartedly embracing equality is not always easy, but our values are not adopted and held because they are not always easy, good for business, or make anyone comfortable,” wrote Hurndon.

Glassman later released a statement via CrossFit official Twitter account apologising for the “mistake” and said that he, CrossFit HQ, and the CrossFit community will not stand for racism. Glassman said that he made a mistake in choosing the words and that his heart is deeply saddened by the pain it has caused.

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