Reebok ends their tie-up with CrossFit as CEO Greg Glassman tweets insensitively.

Reebok ends their tie-up with CrossFit

Greg Glassman, CEO and founder of Cross Fit, on 7th June sparked up a severe rage in people through his tweet. It was in response to the post of Institute for Health Metrics and Evaluation (IHME). It stated “Racisim and discrimination are critical public health issues that demand an urgent response”

Greg Glassman tweeted , “It’s FLOYD-19” showing his oblivious nature. Basically he referenced it to the recent killing of George Floyd. In response, he received a heavy backslash on twitter. The people showed their dissatisfaction and questioned his values saying, “He doesn’t care”.

A few of the comments were addressed to Reebok , Rogue Fitness and Nike. “This is a unacceptable comment from one of your brand partners, and another example of atrocious behavior from the leadership at CrossFit. I’m pretty sure they don’t represent your brand values, and I hope you will seriously look into this matter.”

Later Greg Glassman tried to rectify it’s earlier doings. However, it seems, there was no going back. “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!”

Greg Glassman apologized for his insensitive comment later on 08 June. He said, “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. And when I saw they were announcing modeling a solution to our racial crisis, I was incredulous, angry, and overly emotional. Involving George Floyd’s name in that effort was wrong. It’s our hope that his murder catalyzes real change resulting in a level playing field for our black brothers and sisters. Please hear me when I say, we stand by our community to fight for justice. I care about you, our community and I am here for you”.

Many institutions and individuals supported the protest and shared their views on racism. However, Cross Fit had really not come out with it’s stand. Glassman’s actions has led to huge reputational and business losses. Reebook officially said that they are going to end their 10 year dealership with CrossFit, “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”.

With so many things happening around, celebs need to be careful with their selection of words. Especially considering the sensitivities of the situations, it is the responsibility of influencers to present precise impressions of their values. The loss is irreparable for CrossFit. However, should Reebok actually end their long sustained partnership with CrossFit? Is it justified? And if it is, does this mean even the others would end up their partnership with CrossFit?

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