First, some background. It all started when the brand’s creator and CEO commented on a tweet from the Institute for Health Metrics and Evaluation about the link between racism and public health. 

Glassman criticized the research institute, adding to his “FLOYD-19” comment, “Your failed model quarantined us and now you’re going to model a solution to racism? George Floyd’s brutal murder sparked riots nationally. Quarantine alone is ‘accompanied in every age and under all political regimes by an undercurrent of suspicion, distrust, and riots.’ Thanks!”

The tweet was not only insensitive to the memory of George Floyd, but it was very bad timing from a business perspective. The fitness brand apparently had been in negotiations with partner Reebok over renewing their agreement, but Glassman’s comment moved the athletic brand to end their relationship. “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,” Reebok said in their statement.


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