Velites Elevated to Official Apparel and Gear Partner for 2026 CrossFit Games

Velites was named the official apparel, footwear, grips and jump rope partner for the 2026 CrossFit Games, a move that puts the brand front and center at the season’s flagship event in San Jose and signals deeper integration across the functional-fitness landscape. The company will outfit athletes, teams and some event staff, and will present Open Workout 26.2 as part of its season activations.

The elevation expands Velites’ role from previous seasons and amplifies product visibility where it matters most: on athlete platforms, in vendor villages and across broadcast and social coverage. Apparel and footwear will shape the look and fit of competing athletes, while grips and jump ropes, the very tools that stand between competitors and clean reps, will be on display throughout competition heats and practice areas. For athletes, coaches and affiliates, that means greater exposure to Velites’ kit in real-world, high‑intensity settings.

Velites’ deeper involvement follows a year of rapid sponsorship growth across CrossFit, the WFP circuit and HYROX events in 2025, and represents a consolidation of the brand’s presence in functional fitness. The Games partnership will not only increase direct product testing and feedback at elite levels but also expand demos and sampling opportunities for gym owners and athletes looking to evaluate new footwear, grip designs and speed ropes under competition stress.

The partnership will also shape the fan experience. Presenting Open Workout 26.2 gives Velites a platform during one of the most watched and participated-in segments of the season, meaning affiliates running watch parties and athletes tackling the Open can expect themed activations, potential brand content and heightened attention on equipment choice. For event staff and team kit, uniformization through a single provider can streamline logistics and create a more cohesive visual identity across heats.

For the CrossFit ecosystem, the deal underscores the growing importance of category leaders staking claims in both apparel and performance accessory markets. Velites’ move could influence other brands’ sponsorship strategies, affect which suppliers affiliates prioritize, and prompt athletes to reassess grips and jump ropes ahead of competition season.

Expect to see Velites-branded apparel and gear on the competition floor in San Jose and in Open programming throughout the season. Athletes should pay attention to rope and grip feel during warm-ups and consider testing similar models in their box, while affiliates planning Open events can anticipate activations tied to Workout 26.2. The partnership marks a notable step in how gear choices will be showcased and evaluated at the highest levels of functional fitness this year.