Brand Champion Stories Brand Champion Stories

Our Brand Champions are a passionate group of athletes committed to pushing personal bests and inspiring others on a daily basis.

Categories:

Brand Champion Stories

Pro Athletes & Teams

Charities

In the Media

Ironman

Custom Apparel

Design & Technology

Products & Collections

Awards & Accolades

1st, August 2016

Gettin' Fat n' Dirty

Danielle Musto Rides Fat at the Grandfather of American Gravel Races

On June 4th I competed in the Dirty Kanza 200, a gravel road race that traverses the flint hills of eastcentral Kansas. The race is self-supported and notorious for its extreme conditions. If you talk to anyone who has ever competed in the race they will mention how the rocks are so sharp they can cause multiple flats, how the wind can be so strong and relentless that you feel like you aren’t moving, and that temperatures can be extremely hot with zero coverage from trees.

5th, October 2015

The Road to Kona

SUGOI Athletes discuss taking on their biggest race of the year

Each year thousands of triathletes around the world mark one special date on their calendar above all others: KONA.

The one they are gunning for all year. For some their ticket comes early in the season and with it the ability to relax during those mid summer races. For others it might be their nervous final race of the season that earns them the right to compete on triathlon's biggest stage.

7th, August 2015

SUGOI Athletes take on IRONMAN CANADA

Athletes Liz Lyles, Cam Wurf, Steph Corker, Cheryl Orlovsky, and Marla Zucht travelled from near and far to participate in one of the longest running IRONMAN races. An incredibly challenging course, our athletes didn’t shy away, even during monsoon rains and freezing temperatures.

27th, March 2015

SUGOI Announces 2015 Sponsorships

SUGOI is thrilled to announce its key sponsorships for the 2015 cycling and triathlon season. Teams include: Pepper Palace Pro Cycling, the Maverick Multisport Elite Triathlon Team, Sho-Air/Cannondale, and SoCal Cycling.

Sugoi Matt Lieto Triathlete Instagram Takeover

2nd, October 2014

Matt Lieto Instagram Takeover

At the Ironman World Championships in Kona

We love him. You love him. And now he is taking over our Instagram page. Pro triathlete Matt Lieto will join us in showing you around the Ironman World Championships in Kona from his unique & often hilarious perspective.

Check out this great article on Triathlete.com to learn more about Matt and his remarkable fitness transformation from overweight spectator to professional triathlete.

19th, September 2014

Remembering the Road To Whistler

Every individual must find their own path to get to this monumental event. To earn a ticket to the iconic Ironman World Champions in Kona takes a lot of things. Sacrifice, determination, a great support system and maybe most important, a unique ability to ignore pain, both on race day and in the months of training that come before it.

SUGOI Performance Apparel

Thank you for your interest in SUGOI.