It was short collaboration between GORUCK, a well-known brand of clothing and equipment, and CrossFit® Games. The partnership, established last year with GORUCK as the main sponsor of the event, is already come to an end.
It is the first time that a brand at the top of the Games sponsorship level has been involved for such a short time. The signs that something was wrong were already visible when GORUCK had started heavily discounting all CrossFit® Games related products in your online shop.
What seemed like a simple sell-off operation to make room for the 2025 collection turned out to be the definitive conclusion of the collaboration. And, in fact, the GORUCK logo has been removed from the official CrossFit® Games website as a sponsor of the competition.

His entry into the world of Games, all things considered, did not meet expectations, failing to match the level of quality achieved by Reebok and Nobull in previous years.
The athletes' kit was also not very successful: for example, The shoes provided by the brand were not appreciated by the athletes. It is important to remember that both Reebok and Nobull have made huge profits from the sale of CrossFit® shoes.
Another element to consider It is the impact of the tragedy linked to the death of Lazar Dukic. While many continued to attend the Games, both athletes and spectators abandoned the competition, reducing attendance and, consequently, sales opportunities for the brand.
Furthermore, most of the images and significant moments from last year's event were associated with negative episodes, making it difficult for GORUCK to use the visual material of 2024 without risking transmitting an unfavorable message.
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Who will be the new sponsor of the CrossFit® Games 2025?
It’s hard to say which brand might take on the title sponsor role for the 2025 CrossFit® Games. One possibility could be TYR, a brand on the rise in the United States.
However, TYR Already Sponsors Wodapalooza and seems satisfied with this collaboration, which is why it might not be interested in investing further resources for the Games.
Another interesting candidate is Northern Spirit, which achieved excellent results in 2024. This European brand benefited from greater visibility during less controversial events, such as the Copa Sur (the South American semi-final).
Those who attended the event will have noticed the success of Northern Spirit products sales, with stands always crowded and items completely sold out. The same happened in the other semi-finals.
Despite it responsible for the kits for the Age Group and Adaptive categories, Northern Spirit avoided last year’s major controversy while still achieving a healthy profit margin and global visibility.
Given the success of 2024, Northern Spirit could be a good option for 2025, provided that it can meet the high demands required by a master sponsor.
There is also the possibility that more brands will share the role of main sponsor, but we will only find out as the days go by.
The real question remains: will there really be a big brand ready to take up this challenge given these difficult times? Let us know your thoughts!