BURNABY, BC, Canada (BRAIN) — Sugoi has been named the "Official Performance Apparel" for the Ironman triathlons in North America and Europe.
The clothing brand, owned by Dorel Industries, has reached a three-year agreement with Ironman, said Sugoi president Kyle Weiner.
"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.”
Sugoi will also launch a line of “M-DOT”-branded merchandise that will include a range of men’s and women’s bike and run gear. The brand also will outfit the elite Ironman Executive Challenge program.
Sugoi's new Ironman merchandise will launch at the 2013 Accenture Ironman 70.3 California, taking place in Oceanside, California, on March 30.