The Fittest Man on Earth continues to break new ground. Today CrossFit Games title sponsor Reebok announced that three-time Games champion Rich Froning has signed a long-term contract with the brand, a deal which will ensure that Froning remains a Reebok endorsed athlete throughout his professional career, “as well as becoming one of the highest paid Reebok athletes.”

Reebok didn’t disclose any specific information with regards to how long the contract runs or how much they will be paying Froning, but suffice to say that a long-term contract and a statement that he will be one of the highest paid athletes on the Reebok roster equals a significant payday.

“I am extremely happy to be able to say I am with Reebok for rest of my career,” said Froning.  “I believe in what Reebok stands for and from the very beginning they have demonstrated an incredible level of commitment to not only me personally, but to the sport of CrossFit. With this partnership, I am showing my commitment to the brand and its mission and I’m excited about what we can do together in the future to take CrossFit to new heights.”

Froning began his relationship with Reebok in 2010, when Reebok became the exclusive outfitter of CrossFit and the CrossFit Games.

“With our long-term commitment to CrossFit, it was important that Rich be part of helping us continue to innovate and push the sport forward,” said Chris Froio, Vice President of Fitness and Training at Reebok. “Over the past few years, he has been instrumental in helping us develop products such as our Nano series and our CrossFit board short, and he will continue to play a huge role in the future.”

With this new agreement, Froning will play a significant role in their marketing, promotional programs and events around the world.

While more and more elite-level CrossFitters are getting sponsored, Froning’s deal represents a landmark occasion for CrossFit, as it puts him on par with similar sponsorship deals for athletes of the more established professional sports.

Could this deal be a breakthrough in helping to establish CrossFit as a more mainstream sport? Will Froning’s long-term contract open the door for other CrossFitters to receive similar deals? Time will tell, but once again Froning appears to be ahead of the pack.

Photo courtesy of Reebok

William Imbo
William Imbo is an Associate Editor at BoxLife magazine, CrossFit Level 1 Trainer and holds an MPS in Sports Industry Management from Georgetown University. He is an avid CrossFitter and loves film, music and travel, thanks to having grown up across Europe. A fan of the New Orleans Saints and Newcastle United, Will's favorite CrossFit girl is Helen-least favorite being Isabel.

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