USA Triathlon Teams Up with Marketing Consultant Jeremy Darlow to Help Elite Athletes Build Their Brands

October 8, 2020

Partnership is first of its kind in the U.S. Olympic and Paralympic Movement

COLORADO SPRINGS, Colo.— USA Triathlon today announced a new partnership with brand marketing consultant and author Jeremy Darlow to help USA Triathlon elite athletes develop and grow their personal brands. The organization is the first in the U.S. Olympic and Paralympic Movement to partner with Darlow, who has extensive experience working with collegiate and professional teams and athletes as well as celebrities. The program is available to all athletes who hold a USA Triathlon elite license.

The partnership is part of USA Triathlon’s newly launched Transition 3 elite athlete career, education and wellness program, which offers resources to guide elite triathletes and paratriathletes in their current athletic careers and as they prepare to transition to the next phase of their professional lives.

Darlow, the best-selling author of “Brands Win Championships” and “Athletes are Brands Too,” will provide U.S. elite triathletes with access to The Darlow Rules— an online course featuring short, easy-to-understand, video-based lessons that present the fundamentals of brand development and communication for athletes.

“The USA Triathlon team is setting the standard in athlete brand development with their Transition 3 program,” Darlow said. “I’m honored to be part of their efforts to prepare their athletes for life after sports. Together we will teach these young men and women how to build plans and personal brands that put them on a path to land their dream jobs and careers.”

“Regardless of an athlete’s goals within and outside of sport, it can be difficult to work on building a brand while focusing on training and competition,” said Rocky Harris, USA Triathlon CEO. “But an athlete’s brand is important for a variety of reasons — from earning sponsor support and media coverage, to creating a platform to make a difference and influence others. USA Triathlon is proud to provide The Darlow Rules as part of our Transition 3 professional development services, so U.S. elite triathletes can learn to market themselves successfully and sustainably both during and beyond their triathlon careers.”

The Darlow Rules will teach athletes how to recognize and grow their influence, target and identify their potential audience and develop strong communication platforms. Through the lessons and services provided by Darlow, athletes will learn how to use their athletic influence to help create a successful professional life that reaches beyond sports.

By the end of the course, students will have built their own brand marketing plan, employing the same planning techniques used by Darlow over the course of his extensive career in sports marketing. Additionally, each graduating student will receive a certificate of completion to include on their professional resume.

Darlow has worked with major universities such as the University of Notre Dame, University of Michigan and the University of California, Los Angeles; professional athletes including Aaron Rodgers, Kris Bryant and Lionel Messi; and celebrities including Kanye West and Snoop Dogg. He helps college athletic programs, coaches and athletes build and elevate their brands to elite levels.

For more information and to explore The Darlow Rules, visit thedarlowrules.com or follow the conversation on Twitter or Instagram via @jeremydarlow.

In addition to its partnership with Jeremy Darlow, USA Triathlon’s Transition 3 elite athlete career, education and wellness program also includes mentorship services; a variety of internship opportunities with USA Triathlon; an online professional development curriculum; and education benefits such as scholarship opportunities and tuition discounts. Transition 3 also includes mental health support through Talkspace, the nation’s leading online therapy provider, through the end of 2020.

To learn more about Transition 3, click here.

What USA Triathlon Elite Athletes are Saying About Jeremy Darlow and “The Darlow Rules”:

Hunter Kemper, Four-Time U.S. Olympian and USA Triathlon Hall of Famer

“I spent my 20-year professional triathlon career trying to become the best in the world. While I was racing, I didn’t have the knowledge or the time to invest in building my brand. I’m very thankful that best-selling author and leading brand consultant, Jeremy Darlow, has given elite and para-elite triathletes the opportunity to learn his ‘Darlow Rules.’ I look forward to learning from Jeremy how to become an elite marketer and build my personal brand that reaches beyond sport.”

Grace Norman, 2016 Paralympic Gold Medalist

“The Darlow course is extremely valuable to athletes like myself who are trying to learn and navigate the challenges of building and promoting your own brand. This course has taught me the significance and importance of building my own brand for the immediate use and the future. The Darlow course is easy to use, interactive and informative. I am so very grateful to have had the opportunity to learn from one of the best in the business of building athlete brands!”

Taylor Knibb, Under-23 World Triathlon Champion and Two-Time Junior World Champion
“I’m incredibly grateful for the opportunity USA Triathlon and Jeremy Darlow are providing through their partnership. I’m thoroughly enjoying and learning so much from both his course and his book, ‘The Darlow Rules.’ He is a fantastic teacher and communicator in each.”

Marc Dubrick, 2019 USA Triathlon Men’s Elite Rookie of the Year
“Not only will this class give you the tools for building a powerful personal brand that stands out to sponsors, it is going to set you up for success beyond our athletic careers. Jeremy Darlow keeps the class engaging, interesting and says it how it is. What you put into things is what you get out of them.”

 About USA Triathlon

USA Triathlon is proud to serve as the National Governing Body for triathlon, as well as duathlon, aquathlon, aquabike, winter triathlon, off-road triathlon and paratriathlon in the United States. Founded in 1982, USA Triathlon sanctions more than 4,300 events and connects with more than 400,000 members each year, making it the largest multisport organization in the world. In addition to its work at the grassroots level with athletes, coaches, and race directors — as well as the USA Triathlon Foundation — USA Triathlon provides leadership and support to elite athletes competing at international events, including International Triathlon Union (ITU) World Championships, Pan American Games and the Olympic and Paralympic Games. USA Triathlon is a proud member of the ITU and the United States Olympic & Paralympic Committee (USOPC).