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  • Reebok and some affiliate gyms are ending their partnerships with CrossFit after the fitness organisation's CEO tweeted an insensitive comment about George Floyd on Saturday.
  • 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.
  • "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.
  • Other athletic-oriented companies have made it a point to speak out amid protest - and some, like Nike, have taken action with donations.
  • For more articles, go to www.BusinessInsider.co.za.

Brands and affiliate gyms are ending their partnerships with CrossFit over outrage at a recent tweet from the fitness organisation's CEO.

CrossFit CEO Greg Glassman tweeted "It's FLOYD-19" on Saturday in response to a post from the Institute for Health Metrics and Evaluation classifying racism and discrimination as a public health issue.

The controversial tweet was called out by Twitter users for being tone-deaf, racist, and insensitive to current events and George Floyd, a black man who died after a white police officer knelt on his neck for over 8 minutes.

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.

Rocket CrossFit in Seattle posted that it will be changing its name to Rocket Community Fitness and will likely disaffiliate from CrossFit when it is able to renew its contract.

Other athletic-oriented companies have made it a point to speak out amid protests. For example, after publishing an ad about ending racism and bigotry, Nike pledged to donate $40 million (R670 million) to support the Black community.

CrossFit did not immediately return Business Insider's request for comment.

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