On the heels of its highly anticipated launch, the inaugural episode of the UNBREAKABLE series has faced a significant setback. Released on YouTube, this 22-minute video featured CrossFit athlete Jeff Adler, produced by the acclaimed Buttery Bros duo, Heber Cannon and Marston Sawyers. However, it quickly fell victim to a copyright claim, resulting in its removal just a day after it was uploaded.
Causation Behind the Copyright Claim
While specific details surrounding the copyright claim remain unconfirmed, it appears that the contention arises from the usage of exclusive footage from the CrossFit Games. This footage was reportedly captured during the Buttery Bros’ tenure under a Media and Press Agreement with CrossFit, LLC.
Context of the Copyright Agreement
Historically, the Buttery Bros have had notable access to record and produce high-quality documentaries that document the CrossFit Games. However, the recently established 2024 Media and Press Agreement explicitly restricts any “commercial use” of content sourced from the CrossFit Games unless explicit authorization is granted by CrossFit, LLC. The new terms also clarify that footage will not be licensed for commercial purposes to third parties.
Looking Ahead in the Series
Despite this bump in the road, the World Fitness Project is set to continue with its series. Laura Horvath has been announced as a featured athlete in the upcoming Episode 2, and it will be interesting to see how the team navigates these legal hurdles moving forward.
