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Kona bike course record holder and reigning Ironman world champion announces new helmet partnership

Sam Laidlow signs with Ekoi and will use the company's new Pure Aero helmet in Kona

Photo by: T100

Sam Laidlow, who has dominated the bike leg of the last two Ironman World Championship races, has announced that he’ll be using Ekoi’s new Pure Aero helmet at this weekend’s T100 race in Ibiza and at in Kona next month.

Photo: T100

“Really happy to announce this partnership, I had deliberately always left this helmet sponsor open for years to make sure I work with the fastest brand when the time is right,” Laidlow said. “And, after five different aero tests this year, I can confidently say Ekoi are making big moves.”

Laidlow will use the new Pure Aero helmet that Ekoi introduced for the Tour de France. According to a spokesman from Ekoi, Laidlow’s last helmet test was at a velodrome in Rotterdam, after which he decided to make the call to go with the company’s new helmet.

A day of firsts for Sam Laidlow – meet your new Ironman world champion

 

Photo: T100

Laidlow set a new course record on the Kona course in 2022 on his way to a runner-up finish, then rode away from the field at the first Ironman World Championship race in Nice to take the win.

Photo: T100

The gear that helped Sam Laidlow set a new bike course record in Kona

Laidlow won’t be the only man wearing the new Pure Aero helmet through the end of the season – other Ekoi sponsored athletes including two-time Kona champion Patrick Lange, Rudy Von Berg and Youri Keulen.