Reebok and other brands cut ties with CrossFit CEO Greg Glassman over controversial George Floyd tweet

Mark Shapland
·2 min read
Crossfit and Reebok: Crossfit
Crossfit and Reebok: Crossfit

Companies across the globe, including sportswear giant Reebok, have cut ties with CrossFit after the company’s chief executive made a distasteful joke about George Floyd’s death.

CrossFit boss Greg Glassman responded to a tweet from the Institute for Health Metrics and Evaluation at the University of Washington that read: "Racism is a public health issue".

In his reply, Glassman wrote: "FLOYD-19".

The stupid tweet which was supposed to be humporous has caused outrage and there have been calls for Glassman on social media for him to resign.

The CrossFit Games are well known among amateur athletes in the US. Sporty types compete in workouts they learn about days, hours, or minutes beforehand, earning cash prizes and the title of "Fittest on Earth" if they win.

Adidas, who own Reebok, has decided to end the sponsorship deal in place with CrossFit.

The company said in a statement: “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.”

Glassman has since apologised. Posting on CrossFit's Twitter account, Glassman said: "I, CrossFit HQ, and the CrossFit community will not stand for racism. I made a mistake by the words I chose yesterday. My heart is deeply saddened by the pain it has caused. It was a mistake, not racist but a mistake.

"Floyd is a hero in the black community and not just a victim. I should have been sensitive to that and wasn't. I apologise for that.

"I was trying to stick it to the Institute for Health Metrics and Evaluation for their invalidated models resulting in needless, economy-wrecking, life-wrecking lockdown, and when I saw they were announcing modelling a solution to our racial crisis, I was incredulous, angry, and overly emotional. Involving George Floyd's name in that effort was wrong."

But the problems will not go away for CrossFit and Glassman and since his tweet more than 200 affiliated gyms have removed CrossFit equipment and branding from their facilities.