The sportswear brand is cutting ties with CrossFit, essentially ending their 10-year partnership after the company’s CEO, Greg Glassman, made “insensitive” remarks on social media.

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“Recently, we have been in discussions regarding a new agreement, however, in light of recent events, we have made the decision to end our partnership with CrossFit HQ,” Reebok said in a statement.

Four-time CrossFit Games winner Rich Froning spoke out against Glassman’s comments on Instagram, noting that it’s “impossible to stay loyal to leadership who make callous statements that alienate and divide in a time when unity is needed.”

CrossFit has been something I’ve felt loyalty towards over the past 10 years.

That is nothing compared to what has happened the last couple of days and has made it impossible to stay loyal to leadership who make callous statements that alienate and divide in a time when unity is needed.”