On January 4th, 2024, CrossFit announced GORUCK as the official apparel and footwear provider for CrossFit and The CrossFit Games. The initial agreement is for 3 years and will run through the end of 2026.
CrossFit previously held a title sponsorship deal with NOBULL that started in March 2021 and concluded at the end of 2023.
GORUCK is also the official uniform provider for athletes who compete at The CrossFit Games. They’ll outfit the athletes with tops, tanks, shorts, pants, socks, shoes, hats, and more, as well as the official leader’s jersey for the current first place male & female.
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In addition, GORUCK will be the presenting sponsor of the 2024 CrossFit for Health Summit taking place on February 3, 2024 in Austin, TX. This event serves as a powerful platform for collaboration, knowledge exchange, and inspiration, bringing together individuals who share a common passion for health and fitness. CrossFit has brought together 7 renowned speakers in the health & fitness space to share their expertise and interact with attendees.
In addition to the press release on the CrossFit website, GORUCK released this video to celebrate the partnership:
GORUCK posted the following statement on their Instagram:
GORUCK has been in the CrossFit community forever. Our founder, Jason, started doing CrossFit in a dirt field outside Fort Bragg in 2006 as part of Special Forces training.
At GORUCK, community building through shared adversity has been our way since 2010 when we launched our first of over 10,000 events. CrossFit and GORUCK have grown up together and the communities are stronger together.
We are proud to announce that GORUCK is the Official Footwear and Apparel Partner of CrossFit and the CrossFit Games. Additionally, we will be the presenting sponsor of the 2024 CrossFit for Health Summit, launch a CrossFit-branded apparel line, and are the official uniform provider for athletes who qualify and compete at the Games. Hit the link in our bio to read the full article and check out our official GORUCK x CrossFit collection.
#GORUCK #CrossFit
Title Sponsorship?
Unlike the previous CrossFit Games sponsor, NOBULL, GORUCK is not the title sponsor of The Games. While they are technically just the “apparel & footwear sponsor,” we can expect them to have the largest presence of any CrossFit sponsor throughout the season.
Morning Chalkup has a great interview with CEOs Don Faul & Jason McCarthy about how the partnership came about and what the plans are moving forward.
Previous CrossFit Games Partnerships
- 2010: Under Armour (1 year)
- 2011-2020: Reebok (10 years)
- 2021-2023: NOBULL (3 years)
- 2024-2026: GORUCK (minimum 3 years)
CrossFit-branded Apparel Line
GORUCK is developing a CrossFit-branded apparel line to go along with their existing tactical training apparel. They’ve also recently released two shoes with the CrossFitter in mind. The Ballistic Trainers, which they label as “the best garage gym shoes on planet Earth,” and the the Rough Runners, ultra-supportive running shoes designed to support road, trail, and ruck running.
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Personally, I’m interested to see if GORUCK builds out its apparel line over the coming months. Currently, I don’t see a lot of options that I think CrossFitters will be excited to wear, but I’m staying optimistic CrossFit athletes will tell GORUCK what they need, and GORUCK will be receptive to the feedback.
GORUCK’s gear & apparel are more geared towards military-style events like The Tactical Games. We’ll see if they expand their product line to support CrossFit, or if they try to make their existing products fit within the CrossFit space. I certainly hope it’s the former.
CF-L1 Deals
All trainers who have completed the CF-L1 course will receive discounts & other benefits from GORUCK. We are still waiting on more information to be released on exactly what these entail.
Previous Relationship
This isn’t the first time CrossFit has partnered with GORUCK. At the CrossFit Games in 2019, the first workout of the second day of competition was a 6,000m ruck run with GORUCK packs. Both men & women started with 20lb rucks and added 10lbs every 1,500m until they completed their fourth and final 1,500m lap with 50lbs.
In 2023, the CrossFit Semifinals also featured GORUCK backpacks. Test 2 consisted of a ring complex (toe-to-ring, muscle-up, ring dip) with 10- and 20-lb rucks, along with single-leg squats and burpees over a box.
In the past few years, we’ve seen CrossFit implementing more rucking, heavy sandbag, and odd object work to the Games. This lines up well with GORUCK’s catalog of training gear.
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20% Off for CrossFit Open Registrants
GORUCK is offering 20% off their CrossFit collection (including the Ballistic Trainers & Rough Runners shoes) when you register for the 2024 CrossFit Open (valid on orders $99 and up). Registration costs $20 and includes at least 3 workouts released over 3 weeks, along with a global leaderboard to track your progress against your peers.
You will receive a coupon code via email within 24-48 hours of your registration.
GORUCK Athlete Ambassadors
Even before the announcement, GORUCK has partnered with several ambassadors in the CrossFit space, including:
- Katie Knight – hybrid athlete who trains CrossFit
- Cody Anderson – 3x CrossFit Games athlete
- Margaux Alvarez – multiple times CrossFit Games athlete
- Matt & Cherie Chan – long-time CrossFit Games competitors, coaches & advocates
- Emily Rolfe – multiple times CrossFit Games athlete
- Tasia Percevecz – CrossFit Games team athlete & coach with CrossFit Mayhem
- Marcus Filly – multiple times CrossFit Games athlete
Rucking with HWPO
On January 20, 2024, GORUCK partnered with HWPO and invited 50+ athletes, including former two-time Games champion Katrín Davíðsdóttir, to do a rucking-style workout. GORUCK is not wasting any time inserting themselves into the CrossFit community.
I’m excited to see where this partnership takes both CrossFit and GORUCK over the next 3 years.
Possibly Related: A month after the deal with CrossFit, GORUCK announced the cancellation of the 2024 GORUCK Games.
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