How to kill a brand in one tweet

By Ryan Humphries
Co-Founder: Axistence

​CrossFit, the exercise program made famous by people throwing up after seeing who could work out the fastest, came under fire this week.

Greg Glassman, longtime CEO but apparently first time social media user, attempted to use humor (not his strong suit) in response to a tweet made by the Institute for Health Metrics and Evaluation (IHME). The IHME tweeted that “Racism is a public health issue”, to which Glassman responded, “It's FLOYD-19.”

So what did he mean by that?

Did he mean that racism is a serious issue, and just like COVID-19 we waited way too long to address it? 

Regardless of what he MIGHT have meant, that tweet created an absolute shit storm.

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