CrossFit Games

BREAKING: Sigmundsdottir Joins WIT Fitness, Leaving NIKE

November 12, 2020 by
Photo Credit: WIT Fitness
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After five years, Sara Sigmundsdottir has left NIKE training, signing a multi-year exclusive apparel contract with London-based retailer WIT Fitness. The major news, which was just announced today, will give Sigmundsdottir the opportunity to create her own signature line of apparel. 

One big thing: For the London start-up, stealing Sigmundsdottir, who’s been with NIKE since 2015, is not only a huge win for the brand but also shows the momentum and strength the start-up has inside the CrossFit community. 

  • In recent months, WIT has secured multiple collaborations with both NIKE and Reebok to unveil exclusive items to the CrossFit community. 
  • Sigmundsddottir, who has 1.8 million Instagram followers (tied with Katrin Davidsdottir), draws in a massive global fan base and has one of the most widely recognized names in the sport. 
  • Sigmundsdottir joins both Jamie and Elliott Simmonds on Team WIT. 

Going deeper: As much as it may seem surprising to see Sigmundsdottir leave a brand like NIKE, training apparel upstarts in the CrossFit industry have been able to offer marquee athletes a much more personalized experience, and more opportunities to be directly involved in the production or her own apparel line.  

  • Something similar happened to both Katrin Davidsdottir and Tia-Clair Toomey, who both left Reebok for NOBULL. With the addition of Brooke Wells, the triumvirate quite literally put NOBULL on the podium but also gave all three athletes opportunities to create signature apparel lines. 
  • Sigmundsdottir was never going to have the type of direct influence in the design and creative vision of training apparel at NIKE, not to say she was never involved but there’s a huge difference here. 
  • Fans should expect to start seeing a bespoke Sigmundsdottir apparel line in 2021. 

What they’re saying: “I have been a fan of WIT since I first discovered the brand,” Sigmundsdottir said.

  • “I connected straight away with the brand when I knew the story behind it, and knowing how driven they are and they literally stand for what it means ‘They do whatever it takes’, and my favourite thing…their logo is a rune the symbolises strength. This is exactly why I decided to join them.”
  • Dan Williams, CEO of WIT Fitness: “Sara’s choosing to wear our products and trusting us to work with her in developing of her own range, really underscores the quality of our products and the direction the brand is taking. Sara is an inspiration to the fitness community and athletes all over the world and is perfectly aligned to our brand slogan and ethos of ‘Whatever it takes’”

Worth noting: While Sigmundsdottir will be adorned in WIT training apparel going forward, she’s free to wear whatever shoe she wants. In the 60-second promo released today, she was training in the new NIKE Metcon 6.

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