The brand has agreed sponsorship deals with CrossFit athletes Anna Tunnicliffe (pictured) and Dan Bailey.
31-year-old Tunnicliffe is a former Olympic sailing champion.
She was a gold medalist in the Laser Radial class at the 2008 Beijing Games, competed on the water at London 2012 and is a two-time World Sailor of the Year.
Tunnicliffe finished ninth in last year’s CrossFit Games.
“I recently announced my retirement from Olympic sailing after 12 successful years in the sport,” she explains.
“My focus now is on functional fitness and pushing my body to the limit against the fittest athletes on the planet.
“After the 2012 Olympic Games in London I threw myself into training for the 2013 CrossFit Games.
“I had a long way to go and only nine months to do it in.
“I am now focused on winning a return to the CrossFit Games in 2014 and performing even stronger.”
Bailey, a former track and field star at Ohio University, finished eighth at last year’s CrossFit Games and is tipped for big things in 2014.
“I feel mentally and physically prepared for the challenges that are ahead,” he says.
“My hopes for 2014 are to win the SoCal Regional and then the CrossFit Games.”
Tunnicliffe and Bailey will wear shoes from inov-8’s F-Lite and Fastlift ranges.
