Reebok’s move to outfit Xenom London’s athletes, judges, volunteers and retail shelf is a bet on a contest six months into its global rollout. Xenom drew nearly 400 athletes at its June Texas debut and reaches London in August, a pace that raises how soon rivals move to secure their foothold.
Reebok has become the official apparel and footwear partner for Xenom London. Xenom, billed as “the Decathlon of Fitness,” officially launched in February. Unlike traditional CrossFit competitions, the event features a standardized 10-event format over two days, designed to establish a repeatable global benchmark for functional fitness and a global ranking for high-performance athletes.
Xenom made its official global debut on June 27-28, 2026, at the Ford Center in Frisco, Texas – the Dallas Cowboys world headquarters. The inaugural event drew nearly 400 athletes. Xenom London will follow on August 29-30 at Olympia London.
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Every athlete competing in Xenom London will receive a custom co-branded Reebok technical T-shirt. All judges and volunteers will receive a pair of Reebok Nano training shoes. Reebok footwear will also be available to purchase during the event at the Xenom x WIT retail store, with WIT serving as the official retail partner for Xenom London.
Xenom FounderKeith Barlow commented: “For decades, Reebok has helped shape fitness culture around the world, earning its place as one of the most respected names in performance training. As Xenom continues to redefine competitive fitness, partnering with a brand that shares our commitment to innovation and performance is a natural fit. We’re proud to welcome Reebok to Xenom London, and I’ll personally be wearing the Nano X5 as I compete and train for the event.”
