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The new partnership was announced just over three weeks before the start of the 2024 CrossFit Open.
Last updated on January 4th, 2024
CrossFit has a new partner. On Jan. 4, 2024, CrossFit announced that GORUCK has been named as the new apparel and footwear partner of CrossFit and the 2024 CrossFit Games. The partnership is set at three years.
GORUCK produces rucking and tactical training equipment, including weighted vests (Ruck packs), training shoes, various training apparel, and more. Per CrossFit’s press release, GORUCK will “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.”
As part of the new partnership, GORUCK will “launch a new CrossFit-branded apparel line,” highlighted by GORUCK’s CrossFit shoe, the Ballistic Trainer, designed by GORUCK’s Head of Footwear, Paul Litchfield, inventor of the Reebok Pump. Additionally, GORUCK will “deliver apparel and footwear to all CrossFit Seminar Staff.” CrossFit trainers who hold a Level 1 Trainer Certificate or higher “will have access to exclusive programs, discounts, and other benefits with the brand.”
In an exclusive interview with Morning Chalk Up, CrossFit CEO Don Faul declared GORUCK as CrossFit’s “most important partner” for the 2024 CrossFit season. Notably, the 2024 CrossFit Games does not have a title sponsor at the time of this article’s publication. However, Morning Chalk Up explained that “athletes and spectators can expect GORUCK to have a similar influence on…the Games experience…like Reebok and NOBULL,” the two most recent CrossFit Games title sponsors.
While this partnership between GORUCK and CrossFit is new, GORUCK has had a significant presence throughout recent CrossFit seasons. GORUCK packs have been featured in events at the 2019 CrossFit Games, the 2021 West Coast Classic Semifinal, and the second test of the 2023 Semifinals.
[Related: 4 Takeaways From the 2024 CrossFit Season Competition Rulebook]
About GORUCK
Per the press release, GORUCK was founded in 2008 by former Green Beret Jason McCarthy and his wife, Emily, a former CIA Case Officer working in French-speaking West Africa. It is headquartered in Jacksonville Beach, FL.
The company’s idea was for a “go-bag” that could remain in a vehicle. That evolved into GORUCK’s creation of their original rucksack, the GR1. GORUCK produces rucksacks, footwear, apparel, and ruck plates, among other various training gear.
The first stage of the 2024 CrossFit season, the 2024 CrossFit Open, kicks off on Feb. 29. Registration will go live on Tuesday, Jan. 9.
Featured image: @goruck on Instagram
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