Media Release, April 1, 2017: “Depends” Brand to Become Official Ironman On-Course Adult Diaper.
International personal health product conglomerate Kimberly-Clark today announced a new strategic partnership with Ironman World Triathlon Corporation. The five-year title sponsorship will feature a new version of the world’s best selling adult diaper, “Depend”, called “Depend Endurance 140.6”.
“This new partnership benefits every participant at Ironman events” Said Kimberly-Clark CEO Thomas Falk. “From elite athletes who don’t have time to stop for natural breaks to back-of-the-pack athletes for whom on-course restroom facilities may be inadequate.”
Andrew Messick, CEO of Ironman/WTC told media at the launch event on Friday, “The Ironman participant demographic is shifting. Ironman triathletes are graduating to older age categories and creating a new demographic of super-active geriatric participants. This partnership with Kimberly-Clark and the industry leading Depends brand is a natural evolution of the sport. It serves all parties now, and into the future of Ironman.”
World Triathlon Corporation, the parent company of the Ironman brand, is rumored to have sought the co-branding deal as a way to further reduce on-course race production costs at events by reducing the number of portable restrooms, or “porta-johns” that must be rented for each event.
“Our lead portable, on-course restroom vendors are charging from $150-225 per porta-john for single day rental. Those costs add up over the distance of an Ironman event. We typically serve over 150 portable restrooms on-course for the run portion of Ironman alone. If you do the math, allowing participants to manage restroom needs where and when they want to adds convenience, performance and efficiency. This partnership is the definition of win-win for participants, event managers and Kimberly-Clark” said Ironman officials.
As an additional benefit to Ironman participants, the new Depends Endurance 140.6 will be included in entrant goodie-bags and available for sale at race expos, online and from select specialty triathlon retailers. “Athletes will have advanced access to the new, aerodynamic, lightweight Endurance 140.6 version of Depends prior to race day” Depends project managers told media assembled at the launch event.
Along with the new partnership Kimberly-Clark and WTC/Ironman have announced several sponsored pros who will compete wearing the new Depends Endurance 140.6 on-course sanitary garment. Julie Moss has been named official spokesperson for the brand and the captain of the new Ironman/Depends S.H.A.R.T. sports marketing initiative.
At the release event Ironman Hall of Famer and SHART team captain Julie Moss told media, “S.H.A.R.T. stands for ‘Sponsored High-performance Adult Race Team’ and is all about blowing out the personal limitations of aging. The Ironman/Depend SHART athletes will redefine what it means to age in America and participate in endurance sports.”
Ironman athlete Moss, WTC President Messick and Kimberly-Clark CEO Thomas Clark all quipped, “The Ironman motto is, ‘Anything Is Possible’, and when athletes are wearing Depend 140.6 Endurance, an athlete is ready for anything, and stops for nothing. It equips our participants for a new level of performance.”