USA Triathlon unveiled its Power Within a campaign, a marketing initiative designed to reposition the sport of triathlon by addressing its challenges, galvanizing the multisport community and inspiring new audiences to engage.

“For too long, triathlon — especially for those unfamiliar with our sport — has been synonymous with really long races and expensive gear,” said Rocky Harris, USA Triathlon CEO. “It is time we change the perception of the sport from being impossible for all but an elite few, to attainable by all. We want to attract fitness enthusiasts of all kinds to our sport, from the 61 million people who workout at fitness centers to the 17 million people who participate in running events each year. The only way we can accomplish this is by changing the way people perceive our sport.”

“Our athletes and community inspire me every day,” said Jacqueline McCook, president of the USA Triathlon Board of Directors. “Whether we are lifelong athletes or just looking to get off the couch, the power within each of us enables us to achieve beyond expectations. For some, it is taking our first plunge into the pool or running to the end of the block. For others, it is crossing the finish line, achieving a personal best, or realizing an Olympic or Paralympic dream. It is an honor to gather and share these amazing stories in the hope of galvanizing, inspiring and expanding the triathlon community — allowing everyone to realize their personal Power Within.”

USA Triathlon encourages its members to get involved by submitting their own #PowerWithin statements. All constituents in the multisport community — athletes, coaches, race directors, officials, clubs, brands and retailers — who share their #PowerWithin statements will have the chance to be featured on USA Triathlon’s website, social channels and USA Triathlon Magazine.

As COVID-19 alters the world of sport, Power Within will also focus on connecting the multisport community during difficult times. USA Triathlon released a video entitled “Our Power Within” in early April, which showcased the resiliency and camaraderie of triathletes across the country during a time when racing was put on pause and solo training became the new norm for many. Through community-driven storytelling, USA Triathlon’s editorial content will highlight the physical and emotional benefits of the sport, as well as the strength of individual athletes facing unique challenges during COVID-19.

Toyota, a USA Triathlon corporate partner, will run a digital campaign alongside Power Within to celebrate the thousands of athletes who had qualified and planned to compete in the canceled 2020 Toyota USA Triathlon Age Group National Championships. The “Incredible Achievements. Every Day.” campaign, presented by Toyota, will showcase the ways that Age Group Nationals qualifiers have kept the multisport spirit alive without the ability to race on the national stage this summer.

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Logo courtesy USA Triathlon