2020 brought the fitness industry to a standstill. Almost overnight, gyms and studios’ revenue all but evaporated as non-essential businesses were forced to close their doors and go into quarantine. Some never reopened. With more than 15,000 affiliates around the world, CrossFit is far more than just a workout or a company - it’s a global phenomenon. After COVID-19 forced the cancellation of the 2020 CrossFit Open, the largest participatory sporting event in history, the athletes and team behind it vowed to come back better and stronger than ever. in 2021, we helped them do just that.

OUR GOAL:
Everyone has a different reason for why they do CrossFit. Some do it to live healthier lives. Some do it to prove that they can. Others do it for the community. The joy. The sheer and utter exhaustion of it all. We wanted our creative to allow them the chance to show the world #ThisIsWhy. We launched in 30 countries and 17 languages, showing the flexibility of a truly global brand.