• Reebok and some affiliate gyms are ending their partnerships with CrossFit after the fitness organization's CEO tweeted an insensitive comment about George Floyd on Saturday.
  • "It's FLOYD-19," CrossFit CEO Greg Glassman said in response to a tweet from the Institute for Health Metrics and Evaluation classifying racism and discrimination as public-health issues.
  • "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 during protests — and some, like Nike, have taken action by donating.
  • Visit Business Insider's homepage for more stories.

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

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

Twitter users described Glassman's tweet as tone-deaf, racist, and insensitive to George Floyd, a Black man who was killed on May 25 when a white police officer knelt on his neck for over eight 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 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. "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 plans to end their affiliations with the fitness company.

An open letter to @crossfit : you can do better. ___ Regards, Petworth Fitness . FORMERLY . CrossFit Petworth

A post shared by Petworth Fitness (@petworthfitness) on Jun 5, 2020 at 7:10am PDT

Rocket CrossFit in Seattle said it would change its name to Rocket Community Fitness and would likely disaffiliate from CrossFit when it is able to renew its contract.

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

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

If you're a CrossFit employee with a story to share, email sciment@businessinsider.com or contact this reporter via encrypted messaging app Signal at +1 (646) 376-6018 using a non-work phone.