Goruck Replaces Nobull as CrossFit Games Official Footwear and Apparel Partner
CrossFit has a new footwear and apparel partner: Goruck.
With the 2024 season quickly approaching, CrossFit announced Goruck on Thursday as the official apparel and footwear provider of both CrossFit and the CrossFit Games. CrossFit confirmed with FN that the deal is for three years.
“CrossFit and Goruck share a very similar ethos, a belief in the power of doing hard things and a deep commitment to community,” CrossFit CEO Don Faul said in a statement. “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.”
CrossFit also stated Goruck will also be the presenting sponsor of the 2024 CrossFit for Health Summit, as well as its partner in presenting the CrossFit Open and the CrossFit Games. And Goruck will be the official uniform provider for athletes who qualify for, and compete at, the CrossFit Games, which will take place Aug. 8-11 the at Dickies Arena in Fort Worth, Texas.
In terms of product, CrossFit said Goruck will launch a new CrossFit-branded apparel line and deliver apparel and footwear to the CrossFit Seminar staff. Also, CrossFit trainers who hold a Level 1 Trainer Certificate or higher will have access to exclusive programs, discounts and other benefits with Goruck.
“The heart of Goruck is the community, the people who have been with us since the beginning, pushing themselves, being better, and serving others,” Goruck founder and CEO Jason McCarthy said in a statement. “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 has long been a go-to brand within the CrossFit community, and has made shoes ideal for the sport, including its Ballistic Trainer and Rough Runner. The looks were designed by Goruck head of footwear Paul Litchfield, a design veteran of more than 35 years who is the Reebok Pump inventor.
Registration for the 2024 CrossFit Open, which is the first stage of the 2024 CrossFit Games season, begins Jan. 9. The CrossFit Games season will begin with Workout 24.1 on Feb. 29.
Goruck is replacing Nobull, which signed a three-year deal with CrossFit to become its title sponsor, as well as its footwear and apparel sponsor for the CrossFit Games, in March 2021. A CrossFit spokesperson confirmed with FN that its partnership with Nobull came to a close at the end of 2023.
Prior to Nobull, CrossFit had a longstanding relationship with Reebok. The heritage athletic brand announced in June 2020 that it ended its partnership with the organization after then-CrossFit CEO Greg Glassman made an insensitive remark about George Floyd on Twitter.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.