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SUGOI has created a unique Brand Champions program which supports and encourages outstanding athletes who set themselves apart through their passion and commitment - to push themselves, inspire others and embody a motivating attitude wherever they go.

Our mission is to help incredible athletes fuel their personal bests in the world of cycling, running and triathlon. The SUGOI Brand Champions program is geared towards supporting those athletes who choose to wear SUGOI with pride and inspire others on a daily basis. The main criterion for inclusion to the program is not always the people who are fastest in the competition, but it is the person who inspires others by chasing their own personal bests.

Many SUGOI Brand Champions are podium finishers in major international events; many others are everyday athletes whose personal bests come in different forms other than winning. All athletes are successful at what is important to SUGOI: the ability to be inspirational and to make a difference.

Elite Brand Champions

SUGOi Elite Brand Champion Steph Corker
Steph Corker
SUGOI Elite Brand Champion Steph Corker has 10 IRONMAN finishes under belt is an All World Athlete Age Group champion and is Kona-bound for 2016.
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SUGOI Elite Brand Champion Matt Acker
Matt Acker
Matt is an endurance cyclist specializing in gravel road and cross country mountain bike events with an emphasis on long distance.
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SUGOI Elite Brand Champion Katherine Kelly Lang
Katherine Kelly Lang
Katherine Kelly Lang is an IRONMAN World Champion 2015 Finisher, multi-Emmy nominated actress and Emmy winning Producer. She is best known for her character Brooke Logan on The Bold and the Beautiful.
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SUGOI Elite Brand Champion Marla Zucht
Marla Zucht
The mountains of Whistler, BC are home to this 6X IRONMAN Finisher - including spot in the 2015 IM World Championships in Kona, a feat she is hoping for again in 2016.
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SUGOI Elite Brand Champion Danielle Musto
Danielle Musto
Danielle competes in ultra endurance and singlespeed events and is focusing on developing the next generation of cyclists through the Grand Rapids Dirt Dawgs, a non-profit kids mountain bike organization.
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Brand Champions Blog

Feeling great hitting the checkpoints
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. 

The Road to Kona
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. 

Cheryl  Ironman Canada
7th, August 2015


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 to learn more about Matt and his remarkable fitness transformation from overweight spectator to professional triathlete. 

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