March 9, 2022
Iden joins growing list of 100% of the most exciting young star athletes
SAN DIEGO, Calif. – March 9, 2022 /ENDURANCE SPORTSWIRE/ – 100%®the San Diego-based sports performance company announced a long-term partnership with the world’s No. 1-ranked lifelong triathlete, Gustav Iden. The 25-year-old Norwegian is recognized as the first face of the next generation of triathlon.
“We are thrilled to welcome Gustav Iden to the 100% family and are proud to be with such a dominant young athlete,” said Gwen van Lingen, 100% VP of Global Marketing and Sales. “We look forward to a long-term partnership with Gustav as he embodies our brand and inspires a whole new generation of athletes. He pushes boundaries and sets new standards every time he runs, and we’re inspired by him to do the same in everything we design.
Iden joins the growing family of 100% exceptional athletes, adding an impressive and growing list of triathlon accomplishments – including holding the current title of World No. 1 PTO triathlete. Two victories at the Ironman 70.3 World Championships in 2019 and 2021 also feature on Iden’s sporting resume. The Norwegian’s prowess was also showcased with a stunning win in his first full-distance performance at IRONMAN Florida in November 2021.
“I couldn’t be more excited to join the 100% family! Aligning with brands that reflect my personal values of giving 100% effort in everything I do is very important to me,” says Iden. “I can’t wait to compete with goggles that perform as well as they look! I also look forward to a long future with 100% and its family of athletes.
We are honored that Gustav has chosen to partner 100% to provide premium eyewear to help him achieve his goals in 2022 and beyond. His first competition in 100% eyewear will be in St. George, Utah on May 7 for the IRONMAN World Championships.
100%, based in San Diego, Calif., is an independent premium sportswear brand specializing in performance eyewear, technical apparel and sports protection. 100% provides the most demanding athletes with the performance technologies and equipment they need to compete at the top in a wide variety of sports.
100%’s roots go back to 1982 when motocross superstars wore the 100% Original logo as a badge of honor on their racing gear and helmets. Today, 100% inspires a whole new generation of athletes in various sports disciplines and asks them the original slogan: “How hard do you put in?”
The 100% brand boasts an impressive roster of athletes, including seven-time Tour de France green jersey winner and three-time road cycling world champion Peter Sagan; Cooper Webb, two-time 450 AMA Supercross champion; Olympic gold medalist, UCI cross-country mountain bike world and European champion Jolanda Neff; Loïc Bruni, five-time UCI downhill world champion; World’s #1 ranked lifelong triathlete, Gustav Iden; Zoi Sadowski-Synnott, Olympic gold medalist and X-Games champion; four-time Olympic gold medalist biathlon sensation Johannes Thingnes Boe; MLB All Stars Atlanta Braves Ronald Acuña Jr. and San Diego Padres shortstop sensation Fernando Tatis Jr.