Sugoi Performance Apparel has been announced as the new official performance apparel of Ironman triathlons in North America and Europe.
The Canadian brand, founded in Vancouver in 1987, will provide specialist equipment to all triathletes competing at Ironman and Ironman 70.3 events on the two continents for the next three years.
As part of the deal, Sugoi will launch a line of ‘M-DOT’ cycling and running gear designed specifically for triathletes, which will be launched at the 2013 Accenture Ironman 70.3 California on 30th March.
The company will also support the Ironman Executive Challenge, a triathlon event for business leaders.
Sugoi president Kyle Weiner said in a statement: “The Ironman brand is internationally recognised as the pinnacle endurance event for athletes. It is a true testament of quality for Sugoi when elite athletes validate the superior performance and technical features of the brand’s products.
“With this new affiliation, Sugois’s commitment to innovation and consumer relationships has never been stronger.”
Andrew Messick, the chief executive of the World Triathlon Corporation (WTC) which organizes Ironman, added: “We are excited to add Sugoi to our strong family of official sponsors.
“Sugoi and its performance apparel have been of great benefit to our athletes over the years. This relationship with Sugoi is another important part of our ongoing efforts to enhance our athlete offerings.”
WTC – Sugoi