Brand Champions


Lieto complements growing roster of athletes who rely on SUGOI’s apparel for training and racing

Burnaby, BC – March 18, 2014 – SUGOI Performance Apparel today announced a multi-year partnership with professional triathlete Matt Lieto. The deal further solidifies the brand as a growing leader in the sport of triathlon and advocate for athletes, both amateur and professional.

“The decision to work with SUGOI was an easy one. From my first triathlon to today, SUGOI has consistently demonstrated pride in the performance of their products,” stated Lieto. “Particularly over the last few years, through their partnership with the World Triathlon Corporation (WTC), SUGOI has shown unwavering support of the sport that is responsible for changing my life so I am more than stoked to work with them.”

Lieto will kick off his partnership with SUGOI at Ironman 70.3 Oceanside on March 29th. Throughout the season, he will train and race in SUGOI. Lieto will provide valuable feedback to help to build the brand’s triathlon line from the perspective of a professional athlete.

“SUGOI has always built quality products that perform and last under extreme circumstances—the definition of what is needed when competing at the Ironman level. I am super excited, not only to have the opportunity to race in their apparel, but to train and test their lines in a variety of conditions.”

As a professional, Lieto’s journey in the sport of triathlon began many years ago. His determination to improve his personal life and dedication to inspire those around him quickly made him a popular figure in the sport and among fans. During his years as a professional, Lieto has become an icon in the sport as a competitor, commentator, coach, and writer.

A multi-year deal with the WTC and the Ironman brand, has provided the perfect platform for SUGOI to work with top-tier triathletes and continue to expand and hone their triathlon apparel line.

“As the Official Performance Apparel partner of Ironman across the globe, we have fully committed ourselves to supporting the sport of triathlon and the superior athletes it produces,” SUGOI President, Kyle Weiner. “We’ve known Matt as an athlete and a person for a number of years and couldn’t be happier to have him join our team. His knowledge of the sport, passion for quality products, and dynamic personality make him the perfect ambassador for SUGOI.”


Since 1987, SUGOI has been focused on inspiring confidence through its highly technical athletic products, made using the finest materials available. For more information on SUGOI please visit It is a leading manufacturer and distributor of world class cycling, run and triathlon apparel and outdoor gear.

SUGOI is a division of Dorel Industries (TSX: DII.B, DII.A). Dorel creates style and excitement in equal measure to safety, quality and value. Dorel creates style and excitement in equal measure to safety, quality and value. Dorel’s powerfully branded products include global juvenile brands Safety 1st, Quinny, Maxi-Cosi, Bébé Confort and Tiny Love, complemented by regional brands such as Cosco and Infanti. In Recreational/Leisure, brands include Cannondale, Schwinn, GT, Mongoose, Caloi, IronHorse and SUGOI. Dorel has annual sales of US$2.4 billion and employs 6,400 people in facilities located in twenty-five countries worldwide.

Posted on 2014-03-17