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Published January 27, 2012

Ironman champ Alexander signs with Louis Garneau • BTI to distribute Fyxation urban parts and accessories • Tour of Utah releases new logo • Orange bike factory film premiers Monday in London

NEWPORT, VT (BRAIN) Jan 27, 09:26 MT—Louis Garneau is the new apparel sponsor of current and five-time Ironman World Champion, Craig Alexander. Alexander won the 2008, 2009, and 2011 Ironman World Championships and holds the world championship course record.

“It was an honor for us to produce the triathlon kit that Craig raced with at the 2011 Ironman World Championships. Our gear proved its ability to provide Craig with an aerodynamic advantage while not compromising comfort or breathability, two crucial factors that impact an athlete’s performance. We are so happy to further this partnership and continue to revolutionize the triathlon marketplace with innovative gear designed to function,” said Pierre Perron, Global Marketing Director forLouis Garneau.

Alexander’s kit as worn at the 2011 Ironman World Championships in Kona was part of the Louis Garneau Custom Elite Collection that features the Lazerband leg cuff which is laser cut and seamless to reduce wind resistance, offer a second-skin feel, and provide a full range of motion. The dimpled mesh construction of the Tritek fabric is said to increase airflow and moisture evaporation.

BTI to distribute Fyxation urban bike parts and accessories

SANTA FE, NM (BRAIN) Jan 27, 09:30 MT—Fyxation, a manufacturer of urban bicycle parts and accessories, announced Firday that their full line of cycling products will be available for distribution through Bicycle Technologies International. This includes Fyxation's entire new line of handlebars, their Accela tire and Gates pedal straps.

Tour of Utah releases new logo

SALT LAKE CITY, UT (BRAIN) Jan 27, 09:41 MT—The Larry H. Miller Tour of Utah will sport a new look this year in its eighth edition.

Organizers of the August 7-12 event releases the new brand Friday with marketing partner TWIO Brand.

The Larry H. Miller Group of Companies purchased the event after its third year and formed the Utah Cycling Partnership, which has operated the race ever since. TWIO Brand, based in Salt Lake City, has worked for the past four months developing a new visual and verbal identity for the race, which is one of just four top-rated UCI-sanctioned events in North America.

“(The Tour of Utah) is as challenging and entertaining as the grand tours in Europe. We wanted to embody our claim of ‘America’s Toughest Stage Race’ into a clear and powerful picture with a new logo, and TWIO Brand did just that,” said Steve Miller, president of the Utah Cycling Partnership.

A four-color version of the logo will be released February 1 to coincide with the announcement of the 2012 host cities and venues for the 400-mile stage race.

Orange bike factory film premiers Monday in London

LONDON, England (BRAIN) Jan 27, 09:52 MT—It Is What It Is, a film that tours the Orange bike factory with former racer Guy Martin, will premier Monday in London during the Look Mum No Hands privateer film night.

Films will start rolling and beers and coffees will start pouring at 6 pm; It Is What It Is will be shown around 7:30. The event is at Look Mum No Hands, 49 Old Street, London EC1V 9HX

Topics associated with this article: Racing & Sponsorship

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