CrossFit CEO Apologizes For Racially Insensitive Tweets As Reebok Ends Partnership With The Brand

After CrossFit CEO Greg Glassman made an insensitive remark about George Floyd on Twitter, Reebok and several affiliates announced they were ending their partnerships.

Now Glassman has offered an apology on Twitter via the @CrossFit handle. “I, CrossFit HQ, and the 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. Floyd is a hero in the black community and not just a victim. I should have been sensitive to that and wasn’t. I apologize for that. I was trying to stick it to the @IHME_UW for their invalidated models resulting in needless, economy-wrecking, life-wrecking lockdown, 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.”

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 to the tweet: “It’s FLOYD-19.”  Reebok responded to Glassman’s remark by ending its partnership with CrossFit, saying in a statement: “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. We will fulfill our remaining contractual obligations in 2020. We owe this to the CrossFit Games competitors, fans and the community.”

Reebok cuts ties with CrossFit after CEO’s George Floyd tweets