Reebok and other brands cut ties with CrossFit CEO Greg Glassman over controversial George Floyd tweet

The company said in a statement: “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.”

Glassman has since apologised. Posting on CrossFit's Twitter account, Glassman said: "I, CrossFit HQ, and the CrossFit community will not stand for racism. I made a mistake by the words I chose yesterday. My heart is deeply saddened by the pain it has caused. It was a mistake, not racist but a mistake.

"Floyd is a hero in the black community and not just a victim. I should have been sensitive to that and wasn't. I apologise for that.

"I was trying to stick it to the Institute for Health Metrics and Evaluation for their invalidated models resulting in needless, economy-wrecking, life-wrecking lockdown, and when I saw they were announcing modelling a solution to our racial crisis, I was incredulous, angry, and overly emotional. Involving George Floyd's name in that effort was wrong."

But the problems will not go away for CrossFit and Glassman and since his tweet more than 200 affiliated gyms have removed CrossFit equipment and branding from their facilities.