Sigmundsdottir Joins WIT Fitness, Leaving NIKE


Sara Sigmundsdottir

After five years, Sara Sigmundsdottir has left NIKE training, signing a multi-year exclusive apparel contract with London-based retailer WIT Fitness. The major news, which was just announced today, will give Sigmundsdottir the opportunity to create her own signature line of apparel.

One big thing: For the London start-up, stealing Sigmundsdottir, who’s been with NIKE since 2015, is not only a huge win for the brand but also shows the momentum and strength the start-up has inside the CrossFit community.