Goruck, based in Jacksonville, FL, replaced Nobull as the official apparel and footwear provider of CrossFit and the CrossFit Games. The company will also be the official presenter 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 and compete in the Games.
Nobull replaced Reebok as CrossFit’s sponsor in 2021 under a three-year deal.
Founded in 2008 by former Green Beret Jason McCarthy, Goruck is known for its rucksacks, which are weighted backpacks used for working out inspired by those used by the U.S. Special Forces. The company also sells apparel, hiking boots and various tactical accessories.
“What we love about the conversations we have had with Goruck is that the ethos behind their brand aligns very closely with what we value here at CrossFit,” said Don Faul, CEO of CrossFit. “Jason McCarthy has been extremely vocal about connecting with our affiliates and the overall CrossFit community to learn how this new partnership can benefit not only the affiliates themselves but members, trainers, and staff.”
“The heart of Goruck is the community—the people who have been with us since the beginning, pushing themselves, being better, and serving others,” said Founder and CEO McCarthy. “And while the community has evolved, the pillars on which it exists are the same. These pillars and commitment to community are the connective tissue with CrossFit, which is why I am confident this will be a successful relationship for years to come. “
Goruck President Jimi Letchford added, “The partnership with CrossFit is an authentic way for us to amplify our presence with a core group of consumers that are not just committed to their wellness but rely on the most durable products to help support them on their journey. As one of the original CrossFit employees, I have seen how the movement has changed lives and was part of the deals that propelled the brand into international recognition. Now, seeing that from a new perspective at Goruck only solidifies the timeliness of this authentic partnership. Yes, it is about apparel and shoes, but it’s more about deepening existing communities through shared missions.”
