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CrossFit Names GoRuck as Official Apparel & Footwear Partner

CrossFit Names GoRuck as Official Apparel & Footwear Partner

GoRuck will be the official partner for both CrossFit and the CrossFit Games, replacing Nobull

CrossFit has announced GoRuck as its official apparel and footwear provider for both CrossFit and the CrossFit Games, marking an end to the fitness brand’s partnership with Nobull.

As rucking and tactical training grows in popularity, GoRuck has gained recognition for its high-quality, tough gear. The brand was founded in 2008 by a former Green Beret, and its gear is backed by a lifetime guarantee. Through the partnership, GoRuck will also be the presenting sponsor of the 2024 CrossFit for Health Summit, CrossFit’s partner for the CrossFit Open and the CrossFit Games, and the official uniform provider for Games athletes. 

“CrossFit and GoRuck share a very similar ethos – a belief in the power of doing hard things and a deep commitment to community,” said Don Faul, CEO of CrossFit. “GoRuck has been an important part of CrossFit for years, putting affiliates, coaches, and our overall community front and center in the work they do to build exceptional products. We are incredibly excited about how this partnership will serve our global community.”

For the partnership, GoRuck will launch a new CrossFit-branded apparel line and deliver apparel and footwear to CrossFit seminar staff. GoRuck’s CrossFit shoe will be the Ballistic Trainer, and the Rough Runner shoe developed for weighted mileage, such as rucking or CrossFit. 

credit: CrossFit/GoRuck

“The partnership with CrossFit is an authentic way for us to amplify our presence with a core group of consumers that are not just committed to their wellness but rely on the most durable products to help support them on their journey,” said GoRuck President Jimi Letchford. “As one of the original CrossFit employees, I have seen how the movement has changed lives, and I was part of the deals that propelled the brand into international recognition. Now seeing that from a new perspective at GoRuck only solidifies the timeliness of this authentic partnership. Yes, it is about apparel and shoes, but it’s more about deepening existing communities through shared missions.”

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GoRuck replaces Nobull as CrossFit’s apparel and footwear partner; Nobull held that title between 2021 and 2023 after taking over for Reebok.

“We wrapped up our partnership with Nobull at the end of 2023,” a CrossFit spokesperson told Athletech News. “We’re focusing our energy on the 2024 CrossFit Games season and the Open that begins next month.”

Registration for the 2024 CrossFit Open begins next Tuesday, January 9th. The Open is the first stage of the 2024 CrossFit Games, which officially begin on Thursday, February 29th with Workout 24.1 

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