Nobull will share jersey benefits with athletes at CrossFit Games 2022 – Footwear News

The 2022 CrossFit Games kick off today in Madison, Wisconsin, where a group of finalists will face a series of very rigorous challenges in their quest to be named the Fittest Man and Fittest Woman on Earth.

This is the second year footwear brand Nobull has been the title sponsor of the games, having signed a three-year deal with the fitness organization in March 2021.

Todd Meleney, Nobull’s chief marketing officer, recently told FN that the brand will “flex its experiential muscle” at the CrossFit competition to create another memorable event. But he added that there is one thing that will be significantly different.

“We sell replica athlete jerseys, like you would see in football or other sports, but we give athletes $20 per jersey, which has never been done before,” he said. declared.

Reebok, which was the title sponsor of the CrossFit Games for 10 years, has been widely criticized within this tight-knit community for failing to provide financial compensation to CrossFit athletes.

Meleney added: “We are proud to do what we can to help professionalize the sport.” In 2021, the brand also agreed to fund the largest CrossFit Games prize purse in history.

Nobull might also have another reason to be proud at the CrossFit Games this week. Her sponsored athlete, Tia-Clair Toomey, is aiming to become the world’s fittest woman for the sixth consecutive year, which would be a new sports record. “She’s an Olympian. She was a weightlifter, a bobsledder. She can do anything,” Meleney said. “By our standards, she is one of the greatest female athletes of all time. We will look at history [at the games]. So we’re very excited about that.

Yesterday, ahead of the games, CrossFit announced the appointment of a new CEO, Don Faul, who joins the fitness arm of smartwear company Athos. He has also held leadership positions at Pinterest, Facebook and Google, and is a former platoon commander in the US Marine Corps.

In a statement, Faul said, “There are over 14,000 CrossFit affiliates around the world who have changed the lives of millions of people. But we’re just getting started. Our job is to share CrossFit with the rest of the world, so that our affiliates and coaches can help and inspire the tens of millions of people we have yet to reach.

The CrossFit Games will take place over five days, August 3-7, in front of a live audience in Madison, but fans can also follow the action on CrossFit social media. And the CBS network will broadcast the individual finals live on August 7, from 12 p.m. to 2 p.m. CT (1 p.m. to 3 p.m. ET).

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