In 2010, Reebok announced a partnership with CrossFit, a fitness company and competitive fitness sport, including sponsoring the CrossFit Games, opening CrossFit studios, and introducing a line of co-branded footwear and apparel for Fall 2011. In 2011, Reebok debuted the CrossFit delta symbol on the brand's fitness apparel line. Around that time, Reebok, as it slowly began to lose its contracts to make sports uniforms and apparel to professional sports leagues and college teams (its last uniform rights contract, with the NHL, ended in 2017) began repositioning itself as a largely fitness-oriented brand, just as it had been during the 1980s and early 1990s.