Craig ‘Crowie’ Alexander, with his third win at the Ironman World Championships on Saturday, has stepped into the pantheon of great Kona champions. And throughout the bike leg, the long-time brand champion of Road ID was sporting a helmet that caused plenty of chatter at Kona – firstly as an aero/time trial helmet rather than Crowie’s usual vented helmet, and secondly for its splash of Road ID branding.
The distinctive lid was informed not only by Alexander’s quest for light-weight, streamlined cycling safety, but also by a key set of personal markers that made the helmet a rolling billboard for the things that the champion holds dear.
The four stars, combined with years (2006, 2008, 2009, 2011) and rainbow stripes, represent his four (now five) world championships: two at the Half Ironman distance and two previous wins at Kona. His family is commemorated prominently, not just because of Alexander’s fatherly love, but in recognition of the sacrifices they make for his professional career. His wife, Neri, and children Austin and Lucy, are all airbrushed on the left rear side.
Alexander’s national pride is evidenced by the Australian flag motif, as well as by the script notation of his home town of Cronulla, NSW. Interestingly, his adopted American hometown, Boulder, is also painted on the helmet, near to Cronulla.
The gold paint scheme is designed for pure motivation (and perhaps intimidation), while the Road ID branding is made possible by the fact that Road ID actually commissioned the piece of safety equipment on behalf of Crowie.
Road ID Marketing Director P.J. Rabice said, “Craig is not only a great champion but a great brand ambassador for Road ID. It’s fitting that he’d put his safety equipment in our hands, and we just wanted to have fun with it within the specifications he gave to us.
“We couldn’t imagine a more fitting tribute to Crowie,” Rabice continued. “He’s enormously loved throughout the triathlon community, and a relentless ambassador for causes he believe in. Our goals happen to be aligned in that way, and wanted to inspire him and help with his superb win.”
Crowie, who wore a Wrist ID Sport during the race, is an avid Road ID brand ambassador due in part to a road biking accident on the Pacific Coast Highway during training.
Road ID was born in the autumn/fall of 1999, when Edward Wimmer was training for a marathon and had a close encounter with a motorist. His father, company co-founder Mike Wimmer, had voiced concern regarding the fact that Edward did not carry ID during training. The near miss was the catalyst for the creation of wearable ID gear for outdoor enthusiasts.
Road ID now offers a variety of models including the Wrist ID Sport, the Wrist ID Elite, the Ankle ID, the Shoe ID, and the Fixx ID (necklace) and is a staple for professional and amateur athletes alike.
