February 8, 2021

Honey Stinger Expands Hive Elite Program for 2021

STEAMBOAT SPRINGS, Colo. (Feb. 8, 2021) — Honey Stinger, the honey-powered sports nutrition brand, is pleased to announce its 2021 Hive Elite Program roster. Twenty-seven new standout recruits join a group of 24 top returners from the 2020 squad, forming a team of athletes more than 50-strong to represent the...

February 5, 2021

2x Olympic Gold Medalist Maggie Steffens Joins Team UCAN

Maggie Steffens, considered one of the greatest water polo players in history, is teaming up with UCAN on her quest for a 3rd Olympic Gold Medal. Steffens is Captain of Team USA and ranks 2nd on the All-Time scoring list in Olympic history. She was named MVP at the Olympics...

February 4, 2021

FITAID Renews Partnership with Leading Endurance Brand Spartan in US and Canada for Multi-Year Term

BOSTON, Mass. –  FITAID, the recovery beverage of LIFEAID Beverage Co. has renewed its partnership with Spartan®, the world’s leading endurance sports and wellness brand, maintaining its designation as the “official Recovery Beverage” of Spartan North America, as part of a multi-year deal. “Spartan athletes have long-come to know and...

February 3, 2021

PEARL iZUMi Unveils The Crew

LOUISVILLE, Colo. (Feb. 3, 2021) — PEARL iZUMi, the world leader in cycling apparel and footwear, is pleased to introduce The Crew, a unique team of brand representatives. The Crew includes over 65 diverse individuals including professional road, gravel and mountain bikers, triathletes, bikepackers, community cycling leaders and activists, coaches, content creators...

February 3, 2021

BASE Performance signs on as exclusive hydration and bar sponsor for 3 Adventure Fit events

Boulder, CO – BASE Performance will provide premium nutritional support for thousands of athletes in 2021. First up is the Old Man Winter Rally from Feb 6th – Feb 14th, an “Epic Winter Adventure” for runners and riders in Colorado’s Front Range. These athletes will rehydrate BASE Hydro and fuel...

February 1, 2021

Arc’teryx Welcomes Snowboarder Elena Hight to Global Athlete Team

(Global) NORTH VANCOUVER, Canada, February 1, 2021– Arc’teryx Equipment, the global design company specializing in technical high-performance outerwear and equipment, welcomes snowboarder Elena Hight to the Arc’teryx athlete team. Kauai born and Lake Tahoe raised, Elena Hight started her career in the world of competitive snowboarding. After two decades spent pushing to progress the sport, including...

January 28, 2021

Pro Triathlete Ashleigh Gentle Re-Signs with Felt Bicycles for 2021

Rancho Santa Margarita, California (January 28, 2021)— Felt Bicycles is excited to announce that pro triathlete Ashleigh Gentle has renewed her partnership with the Southern California brand for the 2021 season. The Australian star first joined forces with Felt Bicycles in 2014. Since then, Gentle has scored some incredible racing...

January 28, 2021

Honey Stinger Partners with Alterra Mountain Company

STEAMBOAT SPRINGS, Colo. (Jan. 28, 2021) —Honey Stinger, the honey-powered sports nutrition brand, has entered into a two-year partnership with Alterra Mountain Company, the owner and operator of 15 North American mountain destinations. The partnership establishes Honey Stinger as an Official Nutrition Partner of five select Alterra Mountain Company destinations –...

January 28, 2021

Backcountry Teams Up with Natural Selection Tour as Official Outerwear and Retail Partner

PARK CITY, Utah (Jan. 27, 2021) – Backcountry, the specialty retailer of premium outdoor gear and apparel, has teamed up with the Natural Selection Tour (NST), the first winter sports tour to showcase the world’s top snowboard athletes competing on the planet’s most exciting natural and naturally-enhanced terrain. As the...

January 27, 2021

Sweet Protection Adds Marcus Caston, Parkin Costain To Athlete Team

(BOULDER, CO - JANUARY 2021) - Sweet Protection, the industry leader in high-performance helmets, goggles and technical clothing, announced that it has signed athlete partnership contracts with big mountain freeskiers Marcus Caston and Parkin Costain, bolstering one of the most impressive and eclectic rosters of athletes in the outdoor industry. Costain...