Partnership to focus on CrossFit affiliates and engaging the overall community
CrossFit today introduced GORUCK as the Official Apparel and Footwear Provider of CrossFit and the CrossFit Games ahead of the 2024 season.
GORUCK is at the forefront of the rucking and tactical training revolution, building the toughest gear and establishing a global network that empowers communities in service to something greater than themselves. This exciting partnership will extend beyond the CrossFit Games, as GORUCK will also be the presenting sponsor of the 2024 CrossFit for Health Summit, CrossFit’s partner in presenting the CrossFit Open and the CrossFit Games, and the official uniform provider for athletes who qualify for and compete at the Games, scheduled for Aug. 8-11, at Dickies Arena in Fort Worth, Texas.
“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.”
The partnership will see GORUCK launch a new CrossFit-branded apparel line while delivering apparel and footwear to all CrossFit Seminar Staff. Complementing the partnership, CrossFit trainers who hold a Level 1 Trainer Certificate or higher will have access to exclusive programs, discounts, and other benefits with the brand.
“The heart of GORUCK is the community – the people who have been with us since the beginning, pushing themselves, being better, and serving others,” said Jason McCarthy, Founder and CEO of GORUCK. “And while the community has evolved, the pillars on which it exists are the same. These pillars and commitment to community are the connective tissue with CrossFit, which is why I am confident this will be a successful relationship for years to come.”
GORUCK President Jimi Letchford echoes McCarthy’s sentiments: “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. 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.”
At the core of the new relationship will be GORUCK’s CrossFit shoe, the Ballistic Trainer, and their ultra-supportive Rough Runner shoes built for miles under weight such as Rucking or CrossFit. Both are designed by Paul Litchfield, Head of GORUCK Footwear and Inventor of the Reebok Pump. Paul has over 35 years of design experience and holds 160+ patents.
Registration for the 2024 CrossFit Open begins next Tuesday, Jan. 9. The Open is the first stage
Founded in 2008 by former Green Beret, Jason McCarthy, GORUCK is headquartered in Jacksonville Beach, FL. Jason’s commitment to the Special Forces way of life, coupled with what he had learned in war, inspired him to build a “go-bag”, or “go-ruck” for his wife and co-founder, Emily, who was a Case Officer in the CIA working in French-speaking West Africa. The bag was meant for her to keep in her vehicle and at home, ready to go at all times.
This “go-bag” would serve as the catalyst for what eventually became GORUCK’s original piece of gear, the GR1. It took over two years to design and manufacture the rucksacks and ensure they would thrive in both Baghdad and NYC — Green Berets were judge and jury of quality and functionality.
GORUCK prides itself on building the toughest rucking & workout gear on the planet backed by our SCARS Lifetime Guarantee. Rucksacks, footwear, apparel, ruck plates, training gear and more. The company builds every style from the ground up and continues to work with Special Forces soldiers, male and female CrossFit® Games Champions, and World Champion Athletes to test, iterate, and build the best.
In the 20 years since its founding, CrossFit has grown from a garage gym in Santa Cruz, California into the world’s most effective program for improving health and performance through nutrition and exercise. CrossFit is the world’s leading provider of accredited performance-based training courses and certifications and has more than 125,000 credentialed coaches across the world. The program can be modified to welcome people of all ages and abilities and millions of people have already experienced CrossFit’s transformational benefits in more than 13,000 affiliated gyms across 158 countries. CrossFit also directs the CrossFit Games season, beginning with the annual CrossFit Open, through which athletes at every level compete worldwide, and culminating in the CrossFit Games, where top athletes compete for the title of Fittest on Earth®.
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