Agency inks multi-year deal to grow global licensing programme for gym and fitness company.
IMG is to become the exclusive global licensing representative for the CrossFit brand.
The agency – which also represents CrossFit across content, media and live events – will now expand its worldwide presence further through new licensed product categories under the CrossFit brand.
This includes management of CrossFit’s existing licensing portfolio, including its exclusive apparel and footwear rights partnership with Reebok.
CrossFit is the largest gym organisation globally, with over 14,000 affiliates worldwide. It is estimated that over four million athletes regularly participate in CrossFit workouts, while this year, nearly 400,000 athletes from over 175 countries participated in the CrossFit Games Open, making it the single largest participatory sporting event in the world.
Bruce Edwards, coo of CrossFit, said: “CrossFit is a unique and rapidly growing global community of individuals pursuing health, fitness, and personal improvement. We are excited to partner with IMG to help us bring value to our trainers, affiliates and athletes.”
Bruno Maglione, president of IMG Licensing, added: “CrossFit is a unique, best-in-class brand that has built a powerful and committed global community that is constantly growing and motivates healthy lifestyles all over the world.
“As such it is more than fitness; it resonates as a lifestyle brand for wellness and being your best self, opening the door to many product universes where the CrossFit brand principles can inspire and be applied.”
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