Ironman Triathlon Kicks off Six-Month Promotion

The Ironman Triathlon World Championship is celebrating its 25th anniversary with a six-month retail promotion that ties in a hefty lineup of licensees and sponsors.

Timex is using Cash Iron Rebates, Gift-with-Purchase and a Silver Sweepstakes in the promotion. It is also teaming with FosterGrant to create a freestanding display for Wal-Mart and is producing a 25th anniversary watch.

FosterGrant is also using the Cash Iron Rebates and is sponsoring a Guts 'n Glory Military Challenge. And keep any eye out for its special edition 25th anniversary sunglasses case.

The ART Network will host grassroots demonstrations using the 25th anniversary theme at local running clubs, shops and other events. The network will participate with in-store clinics for grand openings and re-openings of Sports Authority stores. A Silver Sweepstakes will act as a leave-behind for clinic locations. Participating physicians will receive a sales kit. Pre-packaged ads and radio spots support.

Michelin kicked off its involvement with title sponsorship of the annual Ironman lottery program.

Fig Newtons is planning an on-pack Silver Sweepstakes on 8 million packages and will run the program at www.nabsicoworld.com during July and August.

Cannondale will create a special-edition bike targeted to specialty bike dealers.

The program kicked off last Friday with an 8-page insert in USA Today and runs through the fall. TV and additional print ads support.