This is a well executed strategic move on TYR's part!
From the TYR Press release:
TYR Announces Multi-Year Partnership with USA Triathlon
Huntington Beach, Calif. – December 8, 2009 – With a mission to further promote the sport of triathlon, it is with excitement that TYR announces a multi-year partnership with USA Triathlon. The company, a USA Triathlon Gold Sponsor, will be the official swimwear, Team USA competition and training apparel outfitter, and swim accessories and goggles supplier for the organization.
Backed by 25 years of swimsuit development, TYR outfits triathletes of all levels with swim skins, training suits and accessories, apparel, and now a new line of wetsuits, the Hurricane series. In addition to product development, TYR is dedicated to the advancement of multisport and top American triathletes, including company sponsored Andy Potts, Becky Lavelle, and T.J. Tollakson. In collaborating with USA Triathlon, which has a vision to engage every American in the multisport lifestyle, TYR plans to work towards that end result.
“We are thrilled to begin a partnership with USA Triathlon in order to invest and support the sport of triathlon,” said TYR National Manager of Sales and Multisport, Ryan Dolan. “Aside from reaching out and getting involved with triathletes at all ages and levels, TYR also looks to develop the best products for all athletes through feedback from the elite USA team.”
USA Triathlon is currently 130,000 members strong- comprised of athletes, coaches, officials, parents and fans striving to strengthen multisport. Amongst its many roles in the sport, the organization is responsible for the selection and training of teams to represent the United Sates in international competitions, as well as fostering grassroots expansion of triathlon. Creating interest and participating in a variety of programs- including camps, clinics, races, and educational opportunities- the organization teams with TYR to continue their ongoing efforts.
“USA Triathlon is elated to have TYR working side by side with America's top elite and amateur multisport teams as well as over 1.1 million who dabble in multisport every day,” Tim Yount, Senior VP of Marketing and Communication for USA Triathlon stated. “The TYR signature of quality will also be a significant asset to the many constituents that work with USA Triathlon every day. They will help redefine quality in the soft goods side of the USAT business.”