Sugoi Performance Apparel was named as the new official performance apparel of Ironman triathlons in North America and Europe. For the next three-years, Sugoi, a division of Dorel Industries, will offer athletes intuitive designs, extensive jersey customization and state-of-the-art materials.

Sugoi is honored to be named the exclusive technical performance apparel partner for Ironman,” says Kyle Weiner, Sugoi President. “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 brands products. With this new affiliation, Sugois commitment to innovation and consumer relationships has never been stronger.

In addition to building the official performance race apparel that is customized for Ironman and Ironman 70.3 events in North America and Europe, Sugoi will also launch an exclusive line of M-DOT branded merchandise. The collection will include a range of mens and womens bike and run gear, built to withstand all-season athlete training. Sugoi will also outfit the elite Ironman Executive Challenge program that offers business leaders exclusive privileges to the worlds most challenging endurance event. As part of this sponsorship, every Executive Challenge participant will now receive Sugoi custom tri apparel.

We are excited to add Sugoi to our strong family of official sponsors, said Andrew Messick, CEO of World Triathlon Corporation (d/b/a Ironman). Sugoi and its performance apparel have been of great benefit to our athletes over the years. This relationship with Sugoi is another important part of our ongoing efforts to enhance our athlete offering.

Sugois new Ironman merchandise lines will launch at the 2013 Accenture Ironman 70.3 California, taking place in Oceanside, CA on March 30.