I don’t know who Caleb is, but he is big mad at FLEO, the women’s apparel company. So much so that he felt the need to comment on a recent Instagram post by FLEO.
FLEO deleted Caleb’s comment and then messaged him directly to privately address it with him…until he blasted them on Reddit. Caleb screen recorded the DMs back and forth and posted it.
His caption read, “Sad seeing brands that started in the space, shift their core values and business mindset to chase dollars. Anyone remember their post about ‘nothing looks as good as skinny feels’ ? Stop supporting crappy companies like Fleo, LSKD here we come!!!!”
Caleb is the perfect example of the guy who has to announce that he is leaving or unfollowing someone. God forbid FLEO shift away from CrossFit to what appears a push into Pilates, SmoothSculpt (whatever that is) and other low intensity fitness programs for women.
Looking through FLEO’s recent Instagram posts it’s a clear departure from when it used to market to and feature CrossFit athletes like Kelsey Kiel and Kelly Baker. I’m sure the styles have changed, but honestly couldn’t tell you how. Caleb’s wife, Heather, apparently does. “The first words out of my wife’s mouth was that this set looks like underwear more than workout apparel,” wrote Caleb.
I’m assuming the outfits below are what Caleb (and his wife) are referring to. It was posted a day ago.
I actually couldn’t disagree more. The inseam is actually longer than what used to be marketed years ago. They were called booty shorts for a reason. I’d actually argue the fits are more modest than what CrossFitters were wearing at FLEO’s (CrossFit) peak.
FLEO’s move to marketing outside of CrossFit is nothing new. I just wrote about NOBULL growing to a $1 billion valuation in just three years after Mike Repole bought the struggling company and shifted its marketing away from CrossFit. FLEO and NOBULL and not alone. Others have started within the small CrossFit ecosystem and then found growth outside the space.
Maybe that shift causes you to not like that brand anymore…like Caleb and his hatred towards FLEO. Probably not worth a post complaining about it on Reddit though. Just move on and buy booty shorts from a brand that you like.
