Reebok, gyms end CrossFit partnerships after CEO's insensitive tweet - Business Insider

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Reebok, gyms end CrossFit partnerships after CEO's insensitive tweet - Business Insider
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Gyms and brands are canceling partnerships with CrossFit after its CEO tweeted an insensitive comment about George Floyd

In a statement to Business Insider, Reebok confirmed it would end its CrossFit partnership, which positioned the footwear and athleticwear company as a title sponsor for the CrossFit Games after its remaining contractual obligations end in 2020.

"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," Reebok said in a statement. "We will fulfill our remaining contractual obligations in 2020. We owe this to the CrossFit Games competitors, fans and the community."

Other CrossFit affiliates expressed disappointment with Glassman's tweet. Some, like CrossFit Magnus and Petworth Fitness, announced they would be ending their affiliations with the fitness company.

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