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Ironman triathlon athletes don Sugoi Performance apparel
Mar '13
IRONMAN is proud to announce SUGOI Performance Apparel as the new official performance apparel of IRONMAN triathlons in North America and Europe. For the next three years, SUGOI, a division of Dorel Industries, will offer athletes intuitive designs, extensive jersey customization and state-of-the-art materials.

“SUGOI is honored to be named the exclusive technical performance apparel partner for IRONMAN," says Kyle Weiner, SUGOI President. "The IRONMAN brand is internationally recognized 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, SUGOI’s commitment to innovation and consumer relationships has never been stronger.”

In addition to building the official performance race apparel that is customized for IRONMAN and IRONMAN 70.3 events in North America and Europe, SUGOI will also launch an exclusive line of “M-DOT” branded merchandise. The collection will include a range of men’s and women’s bike and run gear built to withstand all-season athlete training.

SUGOI will also outfit the elite IRONMAN Executive Challenge program that offers business leaders exclusive privileges to the world’s most challenging endurance event. As part of this sponsorship, every Executive Challenge participant will now receive SUGOI custom tri apparel.

“We are excited to add SUGOI to our strong family of official sponsors,” said Andrew Messick, Chief Executive Officer of World Triathlon Corporation (d/b/a IRONMAN). “SUGOI and its performance apparel have been of great benefit to our athletes over the years. This relationshipwith SUGOI is another important part of our ongoing efforts to enhance our athlete offerings.


SUGOI is a division of Dorel Industries .Dorel creates style and excitement in equal measure to safety, quality and value. Dorel has annual sales of US$2.4 billion and employs 5,000 people in facilities located in twenty-four countries worldwide. It is a leading manufacturer and distributor of world class cycling, run and triathlon apparel and outdoor gear. Since 1987, Sugoi has been focused on inspiring confidence through its highly technical athletic products, made using the finest materials available.


The iconic IRONMAN Series of events is the largest participation sports platform in the world. Since the inception of the IRONMAN brand in 1978, athletes have proven that ANYTHING IS POSSIBLE by crossing finish lines at the world’s most challenging endurance races.


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