World news – Nobull is now the title sponsor of the CrossFit Games

There is a new title sponsor as well as a shoe and clothing sponsor for the CrossFit Games: Nobull.

“Like CrossFit, Nobull stands for hard work without excuses or abbreviations. Like CrossFit, Nobull has a philosophy that is at its core simple, elegant, and amazingly effective. When two companies that share the same core principles come together, it doesn’t feel like a deal. It feels like a union, ”Eric Roza, CEO and owner of CrossFit, wrote in a statement today.

The partnership between CrossFit and Nobull will begin with the Nobull CrossFit Games in 2021 and will last at least three years. According to CrossFit, Nobull also agreed to fund the largest wallet for CrossFit Games in history.

“This community has opened its doors for us from the start, has inspired us and believed in us. We have experienced the ups and downs together and are approaching this next chapter with incredible energy and excitement. The best is yet to come and we can’t wait to see you at the Nobull CrossFit Games, ”Nobull wrote in a statement.

The 2021 Nobull CrossFit Games will take place from July 27th to August 1st at the Coliseum des Alliant Energy Center in Madison, Wisc. Tickets are available now through Ticketmaster.

Although the games are months away, Nobull has a selection of CrossFit apparel on its website Nobullproject.com.

Nobull, founded by former Reebok managers Marcus Wilson and Michael Schaeffer, has been speaking to CrossFitters since 2015 without saying CrossFit. In the six years since then, the brand has added several notable CrossFitters to its athlete roster, including four-time champion Tia-Clair Toomey and two-time champion Katrín Davíðsdóttir.

In June, CrossFit announced that Roza would be working weeks after then CEO Greg Glassman, who stepped down after posting an insensitive comment on Twitter about George Floyd who would become the new CEO of CrossFit. One result of Glassman’s comment was Reebok’s departure, with the brand declaring that it would end its partnership with the organization. “Our partnership with CrossFit HQ ends later this year. We recently had discussions about a new agreement. However, in light of recent events, we have decided to end our partnership with CrossFit HQ, « Reebok said in a statement emailed to FN.

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