CrossFit Inc. and Reebok settle licensing dispute

CrossFit Inc. and Reebok International Ltd. have agreed to a settlement three months after CrossFit filed a lawsuit against the sportswear brand, which is a subsidiary of Adidas. The two companies signed a licensing agreement back in 2010, which made Reebok the official sponsor of the CrossFit Games and allowed it to launch products bearing the name “CrossFit”. However, back in March CrossFit Inc. claimed that Reebok failed to pay all the royalties it was supposed to, neither did it spend the 521.75 million US dollars in advertising stipulated by their contract.

“Every partnership confronts challenges from time to time. Great partnerships learn from them, overcome them, and become stronger in the resolution of them”, said Jeff Cain, CrossFit’s Chief Executive Officer, in a statement, adding that the two companies look forward to continuing their work together as partners.

“Our brands are stronger together in the resolution of this dispute, which means great things on the horizon for the CrossFit community”, added Reebok’s President Matt O’Toole.

Crossfit is a trademarked fitness regimen created by Greg Glassman in 2000. It is promoted both as a physical exercise and a competitive fitness sport. The CrossFit games are held annually since 2007 in the United States. The first games sponsored by Reebok took place in 2011.