Case

By:
Lauren Maida
,
Joseph Sheppard
&
Peter Rattray
Publisher: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame
- Publication year: 2020
- Online pub date: January 03, 2022
Discipline: Brand Management & Strategy, Business -to-business Marketing, Corporate Social Responsibility
Contains: Supplementary Resources | Teaching Notes
Length: 6,884 words
DOI: https://dx.doi.org/10.4135/9781529779912
Region: Global

Industry: Manufacture of machinery and equipment n.e.c.| Sports activities and amusement and recreation activities

Organization: CrossFit Inc| Rogue Fitness

Organization Size:
Largeinfo

Originally Published In:
Maida, L. , Sheppard, J. , & Rattray, P. ( 2020). CrossFit: When the Face of a Brand Becomes a Toxic Asset. 20-05. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

Type:
Indirect caseinfo

Online ISBN:9781529779912

Copyright: © 2020. The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame

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Case
Teaching Notes

Abstract

CrossFit founder and CEO Greg Glassman damages the brand after three public relations mishaps following the Black Lives Matter protests over George Floyd’s killing. Over 1,100 affiliate gyms and key sponsors cancel contracts with CrossFit, prompting Glassman to step down as CEO, leaving David Castro in charge.

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  Maida, L., Sheppard, J., & Rattray, P., (2020). Crossfit: When the face of a brand becomes a toxic asset. In SAGE Business Cases. SAGE Publications, Ltd., https://dx.doi.org/10.4135/9781529779912
  
  Maida, Lauren, Joseph Sheppard, and Peter Rattray."CrossFit: When the Face of a Brand Becomes a Toxic Asset." In SAGE Business Cases. London: SAGE Publications Ltd., 2022. https://dx.doi.org/10.4135/9781529779912.
  
  Maida, L., Sheppard, J. and Rattray, P., 2020. CrossFit: When the Face of a Brand Becomes a Toxic Asset. London: SAGE Publications, Inc. Available at: <https://dx.doi.org/10.4135/9781529779912> [Accessed 9 Aug 2022].
  
  Maida, Lauren, et al."CrossFit: When the Face of a Brand Becomes a Toxic Asset." SAGE Business Cases. London: SAGE Publications, Inc., 2022. 9 Aug 2022, doi: https://dx.doi.org/10.4135/9781529779912.
  
  Maida, Lauren, Joseph SheppardPeter Rattray. CrossFit: When the Face of a Brand Becomes a Toxic Asset SAGE Business Cases. London: 2020. doi:10.4135/9781529779912. Accessed August 9, 2022.
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