American multinational HED, a leader in the accessories market for cycling and triathlon, and a pioneer and manufacturer of aerodynamic wheels, has announced a partnership with 22 year old Olympic triathlete Helle Frederiksen for 2013.
Helle Frederiksen has been a professional triathlete since graduating from the University of Copenhagen in 2008. During her studies, she completed her Master of Science Degree in Physical Education & Human Nutrition. Upon graduating, she decided to pursue a career in triathlon; and in the summer of 2012, Helle fulfilled her lifelong ambition to represent Denmark at the Olympic Games.
For 2013, it is understood that the Danish triathlete will be participating at Ironman 70.3 San Juan in Puerto Rico. She will compete throughout the year with numerous competitions in the United States always accompanied by HED wheels and handle bars.
For HED, Helle Frederiksen provides an opportunity to gain a foothold in the burgeoning Nordic tri market. The company notes a clear commitment and increased profile for triathlon across the Nordic region, where the sport is gaining increasing popularity despite a sometimes challenging climate.
Frederiksen recently visited the HED showroom in Barcelona, Spain. Opened in November 2012, the European showroom is in the Condal area of Barcelona.
The showroom gives HED International an opportunity to offer ‘a wide multifunctional space where all [multisport industry] professionals and the general public are welcome.’ Situated on 9th Gomís Street, the new showroom area is spread across two floors – incorporating a studio, showroom as well as a meeting point for the premium wheelset brand.
www.hedcycling.es
www.hellefrederiksen.com
