Months ago we started receiving Cease & Desist letters from "Reebok CrossFit" for using the word CrossFit on our web site's descriptions, on our about us pages etc. We had never used the word CrossFit on any of our clothing, except T's we had designed for CrossFit Affiliates who had the rights to use the Trademark through their license. None the less it was not our agenda to make sales off the word CrossFit.
So at first we edited our content on our web site and tried to make sure people understood we were not selling Official CrossFit Clothing. Three emails later from CrossFit's Legal Team we understood that they had no interest in letting us tell our story, the history of our brand, as long as there was any mention of CrossFit.
We started to ask the other known apparel brands in the CrossFit Community if they were receiving the letters as well, and they were. It became very clear they wanted to make sure Reebok CrossFit's Store was at the top of your search results.
Our company is made up of CrossFit Level 1 Certified Coaches, Box Owners and athletes who have been involved in CrossFit since 2009. We love what CrossFit has done for people over the years. We have personally invested years and coached 100's of people and still do to this day.
Somewhere along the way CrossFit forgot who built this community and it became about pushing Reebok products and selling out to the masses. (Your grandmother competes in the Games.)
The fact of the matter is, the affiliate owners, the coaches and the staff at the affiliates were the ones who took the risk, worked their asses off and provided a home for all of us to learn and excel in what is now... "the sport of fitness" but was about a common goal. To become fitter to help us achieve more in life.
We're tired of it. Now Reebok CrossFit opens their corporate gyms next door to affiliates, sends threatening letters to small businesses like us who have supported CrossFit for years and is playing the community like a pawn. They post social media posts that are nothing short of embarrassing and a step back from what CrossFit Coaches have been trying to educate people away from. They're about "hype" and numbers, not about quality.
Well, we decided to send our own message. With this shirt. It's all about supporting your Affiliate. Your box. Not their sales agenda. Celebrate your community, your box and stop blindly supporting a brand that could care less about where we come from and the journey it took to get here.