SAN DIEGO, Calif. – March 9, 2022 100%®, the San Diego-based sports performance company has announced a long-term partnership with the #1 ranked long-course Triathlete in the World, Gustav Iden. The 25-year-old Norwegian is recognized as the premier face of the next generation of triathlon.

“We are excited to welcome Gustav Iden to the 100% family and are proud to be with such a dominant young athlete,” says 100% VP of Global Marketing and Sales, Gwen van Lingen. “We look forward to a long-term partnership with Gustav as he embodies our brand and inspires a whole new generation of athletes. He pushes boundaries and sets new standards every time he races, and we’re inspired by him to do the same in everything we design.”

Iden adds to the growing family of exceptional athletes at 100%, adding an impressive and evolving list of triathlon accomplishments — including holding the current title of PTO World No. 1 triathlete. Also featured on Iden’s athletic resumé of achievement is two winnings of the Ironman 70.3 World Championships event in 2019 and 2021. The Norwegian’s prowess was further displayed by a stunning win in his debut performance over the full distance at IRONMAN Florida in November 2021. http://

“I couldn’t be more excited to be joining the 100% family! It’s very important for me to align with brands that reflect my personal values of giving 100% effort in everything I do,” says Iden. “I look forward to competing in eyewear that performs as good as it looks! I also look forward to a long future with 100% and its family of athletes.”

We are honored that Gustav chose to partner with 100% in providing premium eyewear to help him achieve his goals in 2022, and beyond.  His first competition in 100% eyewear will be in St. George, Utah, on May 7 for IRONMAN World Championships.

100% eyewear is available at 100% Authorized dealers,, and For more information about all 100% products, visit us online at 100%.