GORUCK was named the Official Apparel and Footwear provider of CrossFit and the CrossFit Games last year. The partnership meant GORUCK would provide uniforms for all the individual and team athletes at the 2024 CrossFit Games and would be the presenting sponsor.
On top of that, GORUCK launched a new CrossFit-branded apparel line.
But a lot of things have changed since that announcement back in January 2024. For starters, GORUCK President Jimi Letchford, who was heavily involved in forming the partnership with CrossFit, left the organization in August right before the start of the Games.
And ever since the initial apparel was available on the website, very few, if any, new items were added. Now, a look at GORUCK’s website shows all of the CrossFit-branded apparel being sold at a very steep discount.
The handful of shirt styles, mostly in women’s, are marked down to $10 USD, a 65% discount from the original $29 USD price point and patches are now $5 USD down from $7 USD.
Could this mean that GORUCK’s partnership is ending when the calendar flips to 2025? Previous sponsors, most notably NOBULL, had their contract end at the end of the calendar year. NOBULL’s three-year title sponsorship ended December 31, 2023.
From what I’ve heard GORUCK did not see the boost in sales that it was hoping to see from its partnership. If that was true, it looks like it might be the reason GORUCK could potentially be no longer listed as a “PROUD PARTNER” of the CrossFit Games.
And maybe that is why the prize purse for the 2025 CrossFit Games will be funded by the CrossFit Open registrations…
