Super League Triathlon has brought us fast, fierce and exciting racing over the last few years as some of the world’s best short-course triathletes go toe-to-toe over the brand’s unique courses.
Thankfully, that shows no sign of stopping any time soon, but the brand has announced it’s gone through a major rebrand.
That means it’s out with Super League Triathlon and in with supertri, the new name for the company’s Championship Series and Esports events (which will be called supertri E).
Mass participation
Meanwhile, the mass-participation arm of the business will be getting its own brand identity, which is set to be revealed in due course.
The company operates the biggest triathlon in North America in the form of the Chicago Triathlon, but also the New York City Triathlon and the Legacy Long Beach Triathlon in Los Angeles.
Why supertri?
Explaining the rebrand, the organisation wrote: “Supertri’s new brand was born from the same desire to never stand still, to constantly progress and always believe there are more people to inspire and entertain that has driven the company’s growth from kitchen table concept to global sports phenomenon…
““Supertri is in name and look an evolution, but what it stands for is a revolution. Supertri gives structure to what has been already built and is still to come as it moves beyond simply triathlon; a professional sport built for the modern audience with the first pro league in the sport boasting the world’s best athletes racing fast, tactical and technical courses, a multi-award winning Esports event that crowns official world champions, digital and broadcast media that inspires, entertains and brings new fans, and participation to deliver triathlon for all.”
The brand’s vision is simple: ‘to inspire the competitor in everyone’.
With the new name also comes a new set of core brand principles. These are:
- Breaking boundaries: Bold, courageous, fearless, agile
- Creating moments: Unforgeable, compelling, emotive, exhilarating
- Fuelling ambition: Unleashing potential, empowerment, achievement, passion
- Enriching communities: Unity, inclusivity, charity, activity
- Delivering excellence: World class, premium, distinctive, imaginative
“A very exciting day”
Michael D’hulst, supertri co-founder and CEO, said: “It is a very exciting day as we unveil our new supertri brand to the world.
“We have grown incredibly fast since our first test event in Hamilton Island in 2017, holding 30 events all delivering exciting, entertaining and inspiring action, and now is the right time to look to the next stage of our development.
“We have proven ourselves to be the leaders in delivering entertainment and inspiration in triathlon and are very proud of the pillars we have developed in our brand, and our vision: ‘To Inspire The Competitor In Everyone.’
“Beyond that, we are solidifying our commitment to mass participation with three unique events under our umbrella and we are committed to growing that to become a global series, putting us in a unique position of a complete offering of triathlon for all; the fastest and most tactical triathlon with supertri, the Esport of triathlon with supertri E and a series of iconic mass participation events. One organisation covering the entire sport.”
A changing landscape
The rebrand comes at a time of change in triathlon, following the PTO Tour’s expansion and rebrand to T100, plus Ironman’s introduction of its new Pro Series.
It’s an exciting time, particularly as it’s an Olympic year, too, and there’s plenty of exciting racing to tune in and watch.
Top image credit: Jesper Gronnemark/Super League Triathlon
