Ironman re-signs with Roka for swimwear, adds eyewear and sunglasses to global deal

Ironman has renewed its global swimwear deal with Austin, Texas-based Roka, continuing a relationship that started in 2014. In addition to remaining the official swimwear partner of the Global Ironman Triathlon series, the new deal also makes Roka the official technical and performance eyewear for Ironman, too. The new deal runs through 2024.

Ironman first signed with Roka in 2014, but expanded the deal globally in 2018.

Since Roka products aren’t sold in stores, the Ironman deal offers the company a chance to sell products in person to a lucrative clientele. The company’s “performance swimwear and eyewear will be available for purchase at all Ironman and Ironman 70.3 events globally,” Ironman said in a release today. “Limited edition and race-specific products will be announced throughout the year.”

“Our origin as a company was innovating and designing for triathlon, which means our roots are in Ironman,” said Rob Canales, CEO and founder of Roka. “It’s a community and a partnership that is near and dear to our heart. Expanding the relationship to include our world-class eyewear line is the perfect evolution. Ironman athletes have been and always will be a very important part of our R&D efforts. The closer we are to Ironman and these inspired athletes, pushing the limits of what is possible, the better our products become. It’s an important proving ground for our team across the entire product line, and we’re so excited to keep the partnership going strong for years to come.”