Industry

Four Games Athlete Sign Deals with cbdMD

September 15, 2021 by
Photo courtesy of CrossFit LLC.
Enjoying Morning Chalk Up? Access additional exclusive interviews, analyses, and stories with an Rx membership.

Monday, cbdMD announced they signed exclusive partnerships with four major CrossFit Games athletes: Annie Thorisdottir, Justin Medeiros, Brent Fikowski and Noah Ohlsen, a powerhouse lineup combining for more than 3 million Instagram followers. 

One big thing: cbdMD is already the official CBD Partner of the CrossFit Games, an investment they’re clearly doubling down with this new deal. They are also a publicly-traded company listed on the New York Stock Exchange, meaning they have a board and stockholders holding their business decisions accountable. 

Why it matters: More major companies entering CrossFit is fundamentally good for the sport as a whole as well as athletes. But this type of arrangement helps cement their investment in CrossFit for a longer-term compared to other outside entities who’ve dipped their toes in the water then left. 

  • RXBAR, a company with CrossFit roots, has almost evaporated its involvement in CrossFit after selling to Kellogg for $600 million. 
  • Gillette and Chipotle have tested out various campaigns and activations in CrossFit, but nothing long term. 
  • Volkswagen sponsors Sara Sigmundsdottir as a global brand ambassador but hasn’t made any other significant in-roads into the sport. 

Get the Newsletter

For a daily digest of all things CrossFit. Community, Competitions, Athletes, Tips, Recipes, Deals and more.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.