Ironman extends footwear brand deal

NEW YORK: Ironman has announced a multi-year partnership that running shoe brand Hoka One One. 

According to its official website, this deal is expected to trigger greater focus on the "Humans of Hoka" campaign. Humans of Hoka will on social media bring to viewers the real-life journeys and stories of triathletes and athletes of all abilities – first-time finishers, those overcoming life’s challenges, and professionals striving to compete at the highest level. 

The campaign will have engaging content and videos featured online. Forty custom curated stories across the globe will be highlighted, telling the Hoka and Ironman story year-round. 

Hoka was the most chosen shoe brand amongst all finishers at the 2017 Ironman World Championship in Kailua-Kona, Hawaii.

Mirinda Carfrae, Heather Jackson, Julie Moss and David Scott are among the big names who endorse the product. 

It will have a presence at select 2018 Ironman and Ironman 70.3 Series events, including 40 races in North America and 32 in Europe, as well as the Ironman World Championship and Ironman 70.3 World Championship. 

Each Ironman race consists of a 2.4-mile swim, 112-mile bike and 26.2-mile run while the Ironman 70.3 race series events consist of a 1.2-mile swim, 56-mile bike and 13.1-mile run.