BOCO Gear Named Official Headwear of The IRONMAN And IRONMAN 70.3 North American Series

BOULDER, Colo./TAMPA, Fla. – (June 15, 2017) – BOCO Gear®, the leader in technical performance headwear, and IRONMAN, a Wanda Sports Holdings company and one of the world’s most prestigious endurance brands, are proud to announce their partnership for the 2017 and 2018 race seasons. BOCO Gear will be designated the Official Headwear of the IRONMAN® and IRONMAN® 70.3® North American Series, serving more than 40 races each year, including the 2017 and 2018 IRONMAN World Championship events and the 2017 IRONMAN 70.3 World Championship event.

“When we first launched our brand in 2013, the endurance community, specifically IRONMAN athletes, really embraced our concept of infusing favorite styles with fresh, new innovative technology and fashion forward design,” said Kay Martin, President of BOCO Gear. “IRONMAN athletes are on the cutting edge of new trends, but also demand quality, comfort and technical functionality; they’re savvy and know what works for training and out on the course, but also want to look great in and out of competition.”

“BOCO Gear brings experience within the continually evolving endurance industry to produce headwear that is able to keep up with the active lifestyle of its consumers,” said Stuart Selig, Executive Vice President of Global Partnerships, North America. “IRONMAN athletes are resilient, dedicated and innovative in their training and we are pleased to have partners like BOCO Gear who create products that meet those needs.”

The partnership will offer IRONMAN competitors and supporters access to the most functional and fashionable headwear on the market. BOCO Gear will have a presence at races nationwide, showcasing fan-favorite products like the Technical Trucker® in the IRONMAN Merchandise Store. With more than 25 years of combined experience working with top performance and endurance apparel brands and with a team comprised of passionate competitors and active enthusiasts, BOCO Gear knows what resonates with and works hard for professional athletes and weekend warriors alike.

“To say we’re proud to now be a part of the IRONMAN family of partners is an understatement,” said Martin. “In a few short years, we’ve gone from launching BOCO Gear among a small group of endurance athletes and brands to partnering with a global leader in all things endurance. We’re thrilled to bring our headwear line to IRONMAN races around the country and to listen to this incredible group of athletes as we continue innovating our always-evolving product offering.”

Learn more about BOCO Gear and view the collection at Join the conversation on Facebook, Twitter and Instagram using #BOCOGear. Contact and with inquiries.

For more information on the IRONMAN brand and global event series, visit  For media related inquiries, please contact


A Wanda Sports Holdings company, IRONMAN operates a global portfolio of events that includes the IRONMAN® Triathlon Series, the IRONMAN® 70.3® Triathlon Series, 5150™ Triathlon Series, the Rock n’ Roll Marathon Series®, Iron Girl®, IRONKIDS®, International Triathlon Union World Triathlon Series races, road cycling events including the UCI Velothon Majors Series, mountain bike races including the Absa Cape Epic, premier marathons including the Standard Chartered Singapore Marathon and other multisport races. IRONMAN’s events, together with all other Wanda Sports Holdings events, provide more than a million participants annually the benefits of endurance sports through the company’s vast offerings. The iconic IRONMAN ® Series of events is the largest participation sports platform in the world. Since the inception of the IRONMAN® brand in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines at the world’s most challenging endurance races. Beginning as a single race, IRONMAN has grown to become a global sensation with more than 200 events across 50 countries. For more information, visit

About Wanda Sports Holdings
Wanda Sports Holdings is the world’s leading sports business entity, founded to capture the opportunities in the global sports industry and to contribute to the prosperous international sports landscape – in three key areas: 1) Spectator Sports (media & marketing business), 2) Participation Sports (active lifestyle business), 3) Services (digital, production and service business). Wanda Sports Holding incorporates the international sports marketing company Infront Sports & Media, the iconic endurance brand IRONMAN, and Wanda Sports China. The headquarters are in Guangzhou, China.

About BOCO Gear
Born on the trails, roads and foothills of Boulder, Colo., BOCO Gear boasts more than 25 years of technical performance apparel and headwear experience. Launched with a mission of offering the highest quality and most functional headwear on the market, the brand quickly became a game changer in the technical headwear landscape by merging function with style. Known for its elastic back performance visor and the popular Technical Trucker®, BOCO Gear also offers customizable performance gear for active lifestyle and fitness brands, teams and individuals worldwide. Designed and wear-tested in Colorado, the training ground for some of the world’s top competitors, BOCO Gear is worn and loved by professional athletes and weekend warriors alike. Learn more about BOCO Gear and view the collection at

Dan Berglund
Senior Manager, Public Relations

Ryan Lobato
Coordinator, Public Relations