Ironman taps CPLG as the endurance sport brand makes a big push for licensing

The Ironman Triathlon Series and its Ironsport brand are making a big push for the licensing arena, with the appointment of CPLG as its European licensing agent.

Under the new deal, CPLG will work closely with the Ironman Group – a Wanda Sports Holdings Company – to develop a range of licensing alliances across a number of categories, including loungewear, underwear, and winter accessories.

Bags and luggage, fitness accessories, healthy snacks, meal kits, homewares and personal care will also be part of the licensing programme.

“Ironman is the number one participation sports company in the world and we are thrilled to be representing the brand,” said Steve Manners, EVP of CPLG. 

“Ironman is a world-class brand with a highly engaged audience of both athletes and fans. We look forward to working closely with the team to create innovative products that not only expand the brand throughout Europe, but also communicate the ethos behind the brand.”

The Ironman Triathlon Series sees challengers swim 2.4 miles (3.8km), bike 112 miles (190km) and run 26.2 (42.2km) miles in order to complete what is known as one of the world’s most challenging single-day endurance races. 

Since its inception in 1978, the Ironman triathlon has come to represent the ultimate test of body, mind and spirit for both professional and amateur athletes.

Phase two of the licensing program will see CPLG develop a range of Ironsport products for non-technical apparel and athleisure wear, fitness and training accessories, outdoor sporting gear and beyond. 

To inspire aspirational athletes, the Ironsport powered by Ironman brand was launched in 2018. The brand extends Ironman to those who are passionate about living a fun, active, fitness-fueled life through outstanding products and services.

“We are excited to partner with CPLG to grow our licensee business in Europe,” said Nathalie Wolderling Bishman, senior director of global licensing for Ironman. 

“The CPLG team has a history of building great brand programs at retail and has established offices throughout our European race markets. We look forward to expanding our licensing business through our combined extensive relationships in the region and bringing new product offerings to our athletes and fans.”

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