CROSSFIT CEO Greg Glassman sparked anger after posting an insensitive tweet that referenced George Floyd.
It resulted in Reebok pulling a partnership deal with the multi-million dollar fitness company, but what was actually said?
Who is Greg Glassman?
Greg Glassman is an American businessman who founded CrossFit, a fitness training programme.
The 63-year-old former gymnast began training clients in the 1970s and in 1995 he opened his first gym.
Today, there are 13,546 active affiliates in 144 different countries operating their own franchise gyms.
What did he say about George Floyd?
On June 6, the Institute for Health Metrics and Evaluation stated: "Racism and discrimination are critical public health issues that demand an urgent response" in the wake of George Floyd's death.
Mr Glassman commented on the post with: "It's FLOYD-19."
Other users were appalled by his insensitivity, with one commenting: "That is completely despicable and unacceptable for a person in a position of leadership to say such a thing. Great example you are setting Greg."
Another wrote: "The public execution of an individual and the systemic oppression of the black community and POC is not a joke. What is wrong with you?!"
He has been asked to step down as CEO and sell the company by furious followers.
Since the Tweet, Reebok has terminated its partnership with CrossFit.
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