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Ironman extends with footwear partner

The Ironman triathlon series has signed a multi-year extension to its partnership with running shoe brand Hoka One One.

The new deal names Hoka as the official running shoe of the Ironman North America Series and the Ironman Europe Series.

As part of the agreement, the two parties will continue to promote the Humans of Hoka campaign, which follows the journeys and stories of triathletes and athletes of all abilities. The campaign will feature video content online and on social media, with 40 custom-curated stories from around the world to be highlighted.

Hoka will have a presence at select Ironman and Ironman 70.3 Series events this year, including 40 races in North America and 32 in Europe. It will also be promoted at the Ironman World Championship and Ironman 70.3 World Championship.

Matthieu Van Veen, chief revenue officer for Ironman, said: “This partnership with a premiere running brand demonstrates our commitment to providing excellence to our athletes. This innovative partnership will be focused on creative content produced by the Ironman digital team, and the Humans of Hoka series will bring focus on the incredible journey of Ironman athletes.”