As of 1 October 2020, the International Triathlon Union (ITU) will officially take on its new identity as World Triathlon, following a rebrand. This aims to take the sport of triathlon and its world governing body forwards after 31 years being knonw as ITU.
‘The new identity has been developed to reinforce World Triathlon’s place at the centre of the global triathlon community. The new brand provides fresh impetus to its mission to continue growing the sport across the globe.’
“The message behind the new name could not be clearer: World Triathlon represents the entire multisport community, from the first-time triathlete to the Olympic champion,” said World Triathlon President and IOC member Marisol Casado.
“It represents everything we stand for; innovation, ambition, collaboration and equality and will continue to be the leading voice shaping and sharing our sport’s incredibly bright future.”
Starting in August 2019 and calling on members and stakeholders from across the triathlon family for their input, the rebrand has been a comprehensive process that gave insight into what ITU represented to its various stakeholders.
“Whether it is your first race or your fiftieth, our great sport has always been about pushing the limits of what you think you can do,” added the World Triathlon President. “It’s about being extraordinary, not just through racing but through everything that World Triathlon stands for; inclusion, sustainability, transparency and creativity.”
‘The three apex elements of the new World Triathlon logo aim to represent the nine points of dynamic balance all triathletes share: Swim-Bike-Run, Mind-Body-Soul, Earth-Air-Water, represented in a palette of Transition Blue, Lawn Green and Sky Blue and with the planet in its soul.’
Marisol Casado added, “This rebranding exercise represents an important stage in the evolution of our organisation and the sport it represents on a local, national, international and Olympic level. We are now officially World Triathlon, and I am so excited about what this new identity means for our sport.”
She continued, “In only 20 years, triathlon has grown into one of the most popular sports on the Olympic programme, and that will only increase as our work sees more medal events added. We have never been an organisation that likes to stand still or look back, and the ways people interact and share their triathlon journeys has changed enormously over the past decades.
“The new look will help us appeal even more to the new landscape of young athletes, future partners and innovative sponsors as the governing body of the sport.”
