Story continues Reebok International Ltd., the Boston-based athletic gear and footwear maker, plans to drop a partnership with CrossFit Inc. Reebok has sponsored the CrossFit Games since 2011 and their contract was for ten Games, 2011 through 2020. Reebok and hundreds of athletes have cut ties with CrossFit after founder Greg Glassman tweeted 'it's FLOYD-19' on Sunday in response to an Institute for Health Metrics and Evaluation tweet. The fallout was fast, with Adidas AG-owned Reebok ending its 10-year-old partnership with CrossFit and updating its U.S. homepage in support of the ‘Black Lives Matter’ campaign. Reebok Uses City Bike Life as Inspiration for its 'Street Sleigh' Footwear and Apparel Range, On June 4, the Institute for Health Metrics and Evaluation posted a tweet stating, “Racism and discrimination are critical public health issues that demand an urgent response, wherever they occur.”, Glassman responded yesterday to the tweet: “It’s FLOYD-19.”, — Greg Glassman (@CrossFitCEO) June 6, 2020. "Let’s be clear, your silence IS taking a stand. Reebok ends partnership over CrossFit CEO tweet. "I sincerely believe that quarantine has adversely impacted your mental health," Glassman wrote. Toomey, who hails from Australia and is the three-time women's defending champion, says her future with CrossFit is unclear. Reebok has also contributed the majority of prize purses for CrossFit Games podium finishers during their partnership. Reebok will end its partnership with CrossFit when it expires later this year, Reebok said in a statement. After all, there's always reason to be wary of big corporate interests, right? Become a BuzzFeed News member. We’re so thankful for the strong bonds we’ve created with coaches, box owners and athletes around the world over the past 10 years. Reebok has cancelled their partnership with CrossFit over the insensitive Tweet. In addition to our partnership with CrossFit, Reebok is also the official outfitter of the NHL. Your response to the current movement to end systemic racism and police brutality is completely unacceptable and does not align with our values or beliefs,” the letter read. Basically, I was trying to prevent exactly what's happened now," Royse said. George Floyd's brutal murder sparked riots nationally. Thanks!". Reebok Ends Partnership With CrossFit After Insensitive George Floyd Twitter Comment Click here to read the full article. “We will fulfill our remaining contractual obligations in 2020. I think at the core, many of us who own CrossFit gyms got into it because we truly want to help people, and it was a real slap in the face to see the person at the helm of this would treat an affiliate that way," Royse said. Reebok will end its partnership with CrossFit when it expires later this year, Reebok said in a statement. "You're doing your best to brand us as racist and you know it's bullshit. Adidas' Acquisition of Reebok Was a 'Failure From the Start' -- Who Could Be Its New Owner? Reebok International Limited (/ ˈ r iː b ɒ k /) is an Anglo-American footwear and clothing company that has been a subsidiary of German sporting goods giant Adidas since August 2005. A Bape x Reebok Club C Is Coming Soon -- and There's One Place You Can Get a Pair ", The announcement came after Glassman tweeted at the Institute for Health Metrics and Evaluation on Saturday, responding to a statement that "racism and discrimination are critical public health issues that demand an urgent response. After the CrossFit CEO's tweet referencing George Floyd, Reebok, which has been the exclusive apparel sponsor of the CrossFit Games since 2011, ended its sponsorship early. We owe this to the CrossFit Games competitors, fans and the community. CrossFit CEO Greg Glassman tweeted “It’s FLOYD-19” in response to a tweet from the Institute for Health Metrics and Evaluation classifying racism and discrimination as a public health issue. “After eight years as a CrossFit affiliate we are ending our affiliation. Reebok and gyms across the country have announced that they are ending their partnerships with CrossFit after the company's silence on police brutality and founder Greg Glassman's racist tweets about George Floyd's death. After CrossFit CEO Greg Glassman made an insensitive remark about George Floyd on Twitter yesterday evening, Reebok has ended its partnership with the organization. “Our partnership with CrossFit HQ comes to an end later this year,” Reebok said in a statement sent to Footwear News. Free shipping on orders $49+. It was almost called “The CrossFit Reebok Games” As part of being the title sponsor, Reebok’s name was to be attached to the CrossFit Games. Want to read more articles like this one? Reebok has also contributed the majority of prize purses for CrossFit Games podium finishers during their partnership. BOSTON – January 21, 2020 — Today, Reebok officially announced its global partnership with Grammy nominated global superstar Khalid. Thank you for introducing me to fitness. Glassman’s comment comes as protests take place worldwide over the death of Floyd, an unarmed 46-year-old black man, at the hands of Minneapolis police officer Derek Chauvin.