CrossFit is excited to kick off the new year by announcing GORUCK as the new Official Apparel and Footwear Provider of CrossFit and the CrossFit Games. In addition, GORUCK will be the official presenter 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 and compete at the Games.
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.
“What we love about the conversations we have had with GORUCK is that the ethos behind their brand aligns very closely with what we value here at CrossFit,” said Don Faul, CEO of CrossFit / Dave Castro, General Manager of Sport and Education at CrossFit. “Jason McCarthy has been extremely vocal about connecting with our affiliates and the overall CrossFit community to learn how this new partnership can benefit not only the affiliates themselves, but members, trainers, and staff.”
The partnership will see GORUCK launch a new CrossFit-branded apparel line while delivering apparel and footwear to all CrossFit Seminar Staff. At the core of the new relationship will be GORUCK’s Ballistic Trainer and Rough Runner shoes, designed with the CrossFit athlete in mind 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.
“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 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.”
Registration for the 2024 CrossFit Open — the first stage of CrossFit’s competition season — begins next Tuesday, Jan. 9, and the 2024 CrossFit Games season officially begins with Workout 24.1 of the CrossFit Open on Thursday, Feb. 29.
GORUCK Named the Official Apparel and Footwear Provider of CrossFit and the CrossFit Games