CrossFit Games

NOBULL Responds to Reebok

July 22, 2021 by
Photo Credit: NOBULL
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After news broke Wednesday of Reebok’s Bonus Program offering up nearly $1 million in additional prize money to athletes across all divisions who took first or second place in an event wearing a Reebok shoe, more than 160 athletes expressed interest. So far the athletes’ response has been positive.

  • That number is now closer to 200 according to Reebok. 

When asked about the recent announcement, NOBULL’s Chief Marketing Officer Todd Meleney said: “Since the beginning we’ve been in favor of anything that supports the athletes and the CrossFit community. As the title sponsor of the CrossFit Games, that’s the case now more than ever. We’re very excited to showcase all the ways we’re invested in growing this sport globally over the next week, and for the long-term.”

Reading between the lines: NOBULL doesn’t appear deterred. Stunts among apparel sponsors isn’t a new thing in CrossFit. NIKE’s Metcon 1 was banned from the 2015 CrossFit Games when Reebok was a sponsor, a move that resulted in earned media coverage and the infamous mobile billboards driving around Carson, CA that read “Don’t ban our shoe. Beat our shoe.” 

  • In 2019, when the footwear restrictions were lifted, allowing athletes to wear any branded shoe they wanted, NOBULL offered all the national champions a pair of free NOBULL’s to wear at the Games. Ninety-three athletes accepted. 

The big picture: From conversations with athletes and industry insiders over the past two days, one thing remains clear: The more money coming into CrossFit and the more earning potentials out there, the better it is for the sport and industry as a whole. 

  • For what it’s worth, in 2014, Adidas offered $100,000 to the athlete who ran the quickest 40-Yard Dash while wearing a pair of the brand’s adizero 5-Star 40 football cleats. OSU wideout Brandin Cooks took the bacon

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