Sports supplement company BOA Nutrition has confirmed that its BOA Endure sodium replenishment product has been selected as Official Endurance Salt of IRONMAN in the North America region, as well as the IRONMAN World Championship and IRONMAN 70.3 World Championship.
BOA Endure made its IRONMAN debut this May at the postponed 2021 Intermountain Healthcare IRONMAN World Championship presented by Utah Sports Commission in St George, Utah. Here, the brand’s oral aerosol was provided to over 3,000 athletes to aid with hydration.
The BOA brand will be on site again, on October 6th and 8th, at IRONMAN’s pinnacle event, the 2022 VinFast IRONMAN World Championship taking place in Kailua-Kona, Hawai`i. Each participant will receive a canister of Endure, the Official Endurance Salt of IRONMAN, in their athlete bag prior to the race.
“This multi-year partnership with IRONMAN positions BOA as the preferred sodium replenishment product for triathletes,” said Jon Pritchett, CEO of BOA Nutrition. “We can’t think of a better organization or group of athletes through which to showcase the ground-breaking benefits of Endure.”
In addition to having brand presence at the VinFast IRONMAN World Championship and Intermountain Healthcare IRONMAN 70.3 World Championship presented by Utah Sports Commission, BOA will be featured as the title sponsor of the IRONMAN 70.3 Santa Cruz on September 11, 2022.
Earlier this year, BOA signed an endorsement deal with top American triathlete and IRONMAN champion Sam Long – who has bagged two IRONMAN wins including a course best time at IRONMAN Coeur d’Alene, Idaho, in 2021.
Launched in 2020, the BOA brand was developed in collaboration with athletic training and sports nutrition experts at Duke University. Endure, billed as the first ingestible aerosol, uses the company’s proprietary OraBlast technology to deliver the same amount of sodium in a two-second spray as an entire 12-ounce sports drink.
The aerosol blast… ‘quickly absorbed by the body, can help athletes hydrate up to 10 times faster than liquids, powders, pills, gels, or sticks. Endure protects athletes against the ‘sodium gap’ where fluids can no longer effectively hydrate cells, leading to muscle fatigue, cramping and other hydration-related issues.’
BOA Endure recently earned certification from NSF’s Certified for Sport Program, recognized by professional sports organizations worldwide for verified testing against 280 banned athletic substances.
“BOA’s innovation in rapid hydration and sodium replenishment is a breakthrough for the sport of triathlon, where compromised performance due to dehydration and cramping is common,” said Matt Wikstrom, Chief Partnerships Officer at The IRONMAN Group.
“The NSF certification is important to competitive athletes who want to maintain peak performance with confidence, knowing the Endure product is safe and compliant with international standards.”
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