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100% Announces Partnership with World No. 1 Triathlete Gustav Iden

March 9, 2022

Iden joins 100%’s growing roster of most exciting young all-star athletes

SAN DIEGO, Calif. – March 9, 2022 /ENDURANCE SPORTSWIRE/ – 100%®, the San Diego-based sports performance company has announced a long-term partnership with the #1 ranked long-course Triathlete in the World, Gustav Iden. The 25-year-old Norwegian is recognized as the premier face of the next generation of triathlon.

“We are excited to welcome Gustav Iden to the 100% family and are proud to be with such a dominant young athlete,” says 100% VP of Global Marketing and Sales, Gwen van Lingen. “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 races, and we’re inspired by him to do the same in everything we design.”

Iden adds to the growing family of exceptional athletes at 100%, adding an impressive and evolving list of triathlon accomplishments — including holding the current title of PTO World No. 1 triathlete. Also featured on Iden’s athletic resumé of achievement is two winnings of the Ironman 70.3 World Championships event in 2019 and 2021. The Norwegian’s prowess was further displayed by a stunning win in his debut performance over the full distance at IRONMAN Florida in November 2021.

“I couldn’t be more excited to be joining the 100% family! It’s very important for me to align with brands that reflect my personal values of giving 100% effort in everything I do,” says Iden. “I look forward to competing in eyewear that performs as good as it looks! I also look forward to a long future with 100% and its family of athletes.”

We are honored that Gustav chose to partner with 100% in providing 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 IRONMAN World Championships.

100% eyewear is available at 100% Authorized dealers, 100percent.com, and 100percent.eu. For more information about all 100% products, visit us online at 100%.

About 100%®:

100%, based in San Diego, California, is an independent premium sports brand with a focus in performance eyewear, technical apparel, and sports protection. 100% empowers the most demanding athletes with the performance technologies and gear they need to compete at the top of a wide variety of sports.

The roots of 100% date back to 1982 when the superstars of Motocross wore the original 100% logo as a badge of honor on their race gear and helmets. Today, 100% is inspiring a whole new generation of athletes in various disciplines of sport, and asking them the original tagline: “How much effort do you give?”

The 100% brand boasts an impressive roster of athletes including seven-time Tour de France Green Jersey winner, and three-time road cycling World Champ, Peter Sagan; two-time 450 AMA Supercross champion Cooper Webb; Olympic Gold Medalist, UCI cross-country mountain bike world, and European Champ Jolanda Neff; Five-time UCI downhill world champ Loïc Bruni; #1 ranked long-course Triathlete in the World, Gustav Iden; Olympic Gold Medalist and X-Games Champion snowboard superstar Zoi Sadowski-Synnott; four-time Olympic Gold medaling biathlon sensation, Johannes Thingnes Boe; MLB All Stars Atlanta Braves Ronald Acuña Jr. and San Diego Padres shortstop sensation Fernando Tatis Jr.

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