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Giant Teams Up With Ironman 70.3 World Champ Gustav Iden!

Tuesday, November 12, 2019


Giant announced that it has agreed to a sponsorship deal with Ironman 70.3 World Champion Gustav Iden. A press conference was held in Taipei to announce the partnership, which will last through 2022.

I’m excited to be joining forces with Giant,” said Iden, a 23-year-old Norwegian who in September became the youngest Ironman 70.3 World Champion ever. “My big focus right now is achieving a top result at the 2020 Olympics. It’s a big boost to my confidence and preparation to be riding proven Giant bikes and cutting-edge CADEX components.”

Iden first broke onto the international triathlon scene in 2014, when he won his first Norwegian national titles as a junior. He earned gold medals in both the triathlon and duathlon that year, then followed that up with a top-10 finish in the junior men’s category at the 2015 ITU World Triathlon Championships.

Iden has been specializing mostly in draft-legal Olympic distance triathlon. He is currently ranked 7th in the world on the International Triathlon Union (ITU) world rankings and in September he finished fourth at the 2019I TU World Triathlon Grand Final in Lausanne, Switzerland. Iden also finished fourth at an ITU Olympic test event in Tokyo in August, a promising sign for his focus on the 2020 Summer Olympics.

Iden has also proven himself at the half-Ironman distance. Though he has only competed in a few Ironman 70.3 events to date, each one was a success. Three years ago Iden did his first 70.3 on home turf in Haugesund, Norway, and came away with the win. Last December he finished second at Ironman 70.3 Bahrain. And Iden’s real breakout came a few months ago, when he put in a powerhouse performance to win the 2019 Ironman 70.3 World Championship in Nice, France.

“To be world champ right now is so amazing,” Iden said after that win. “I’ll be focusing on the Olympics next year. I’d love to go long distance and do an Ironman, and then I’ll try really, really hard to win the Ironman World Championship in Kona one day too.”

"Giant Group started sports marketing in 1997 and sponsored world-class teams to ride Giant bicycles,” said Phoebe Liu, Chief Branding Officer at Giant Group. “With the excellent performance of the athletes, the global brand awareness of Giant was greatly enhanced. In part, triathlon is a very intensive sport, interesting and challenging. In the next three years, Giant will sponsor Gustav with a top-end triathlon bike, road bike and equipment, including the premium CADEX components.”

Iden will train and compete with Giant bikes and gear including the Trinity triathlon bike and Propel aero road bike, along with Giant helmets including the Rivet TT and Pursuit models. All of his race bikes will be built up with new CADEX WheelSystems, ranging from full-disc composite to 4-spoke and aero road wheels, along with CADEX tires.


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