Unfortunately, with gun ownership being a controversial social issue in the United States, the news wasn't well received by the American public. On Saturday, two of Reebok's flagship stores were overrun by members of Gays Against Guns and New Yorkers Against Gun Violence, who protested from the sidewalks.
"It is an outrage that an organization like CrossFit Reebok, who purport to be about health and fitness, are giving away a weapon of death and destruction as a prize," said New Yorkers Against Gun Violence Executive Director, Leah Gunn Barrett, to the New York Daily News.
CrossFit Games Director, Dave Castro, isn't a stranger to controversy, but the decision to make a gun a prize at a time when gun control is an important social issue was argued as tone deaf. In this case, CrossFit as a brand was not greatly affected, but instead, the protests were directed towards their apparel partner.
This is similar to when the Ultimate Fighting Championship (UFC) announced its uniform deal with Reebok in 2015. The UFC mostly escaped the bad press when details were finally released. Fans of the sport took to Twitter and Facebook to protest Reebok for what they viewed as a one-sided deal that took advantage of the fighters.
Photo Credit: CrossFit Games Instagram (@crossfitgames)