Reebok Helps CrossFit Illuminati Pay it Forward with Two $3000 Gift Cards
On Thursday, Morning Chalk Up published a heartwarming story about Jason Kessler, owner of CrossFit Illuminati in Houston, TX, who purchased 52 pairs of Reebok Nanos for members who’d supported the affiliate through not only COVID-19 but also a 2018 fire that destroyed nearly the entire gym.
Inspired after reading the story in Thursday’s newsletter, Reebok reached out to offer a $3000 gift card to CrossFit Illuminati to buy additional Reebok merchandise for the gym. Reebok also included a second $3000 gift card to “donate to a different affiliate who appreciates their members as much” as Illuminati does.
The announcement was made on Morning Chalk Up’s Instagram Friday afternoon.
One big thing: Even though they’re no longer the CrossFit Games title sponsor, Reebok’s president Matt O’Toole reiterated their commitment to the CrossFit community back in March: “Make no mistake, Reebok remains committed to supporting the athletes, affiliate partners, and the global CrossFit community.”
- Reebok also indicated that it would now have more resources to focus on supporting the broader CrossFit community now that their contractual obligation to the Games are over.
- Today’s pay it forward campaign is another clear example of that.