Transforming brand perception through inspirational storytelling

The IRONMAN brand – home to the world’s toughest single-day endurance events – strongly resonates with those who have crossed the finish line at one of its iconic global races. The drive to compete and the grit needed to prepare for such a grueling physical and mental test are unparalleled. But as the brand sought to expand its footprint amidst an increasingly crowded endurance landscape, it was challenged to empower a broader field of participants to take the plunge.

The Challenge:

Transform brand reputation from attainable for some, to accessible to many — ultimately inspiring a new, broader audience to toe the start line.

The Strategy:

Leverage the influence and inspiration of past finishers – IRONMAN’s single greatest recruitment driver – through a creative, ongoing storytelling campaign. Identify and amplify the most incredible stories of existing IRONMAN athletes, as well as IRONMAN’s business momentum, through a high-impact media relations program.

The Execution:

Generate a widespread drumbeat of coverage in mainstream lifestyle media through influential and inspiring athlete stories, alongside a business media blitz through dedicated feature stories.

The Results:

KWT Global created resonance with a new breed of first-timers through strategic storytelling, contributing to a year-over-year increase in first-timer registrations – and most importantly, inspiring and empowering the next global generation of ‘IRON’ men and women.

1.5 Billion


15% Increase

in IRONMNAN First-Timer

9% Increase

first-timer registrations