Graj + Gustavsen Appointed by IRONMAN

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Strategic and creative brand and licensing consultancy to represent IRONMAN as well as the IRONKIDS and Iron Girl brands.

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IRONMAN is excited to begin working with the team at G+G, who are known for their outside the box thinking, strategic partnerships and tremendous creative capabilities.

Graj + Gustavsen (G+G), a full service strategic and creative brand and licensing consultancy firm has teamed up with IRONMAN, a Wanda Sports Holdings company, to extend the IRONMAN® brand globally to best-in-class manufacturers and retailers across all categories from apparel to healthy food alternatives. Through the agreement, G+G’s licensing division will develop a comprehensive execution strategy utilizing their 27 years of experience of building and extending brands.
The agency will look to enhance IRONMAN athletes and casual fans relationship with the brand beyond its events.

IRONMAN will expand the power of the brand to new audiences by tapping G+G to create and build new licensing opportunities. This will allow consumers to engage and be inspired in new ways through the association with a world-class and highly aspirational active brand that celebrates human achievement and a well-balanced lifestyle.

“G+G is very excited and honored to have the opportunity to represent and build a strategic licensing program for such an iconic brand and work with the amazing team at IRONMAN,” said Scott Todd, SVP of Licensing at Graj + Gustavsen.

Since the 1986 launch of the top-selling Timex IRONMAN watch, IRONMAN has developed an impressive licensing program that generates more than $500 million annually in global retail sales. The IRONKIDS® brand, which promotes healthy and active lifestyles among youth, also produces a successful licensing initiative – including the popular IRONKIDS Gummy Vitamins. Today, IRONMAN is the 72nd largest licensor in the world as reported by Global License Magazine.

“IRONMAN is excited to begin working with the team at G+G, who are known for their outside the box thinking, strategic partnerships and tremendous creative capabilities,” said Nathalie Wolderling Bishman, Sr. Director of Global Licensing at IRONMAN. “As we continue to expand our brands globally and across product categories, we are looking for new and innovative ways to bring our brands to consumers across all athletic levels.”


About Graj + Gustavsen
G+G is a full-service strategic and creative brand consultancy that offers brand and business growth solutions by delivering vision and insight in the areas of strategy, design, brand extensions and consumer experience. For over 25 years, G+G has partnered with brand owners, investors and operators to maximize brand value, creating brand experiences and extensions that connect deeply with consumers. For licensing inquiries please contact Scott Todd at or visit

A Wanda Sports Holdings company, IRONMAN operates a global portfolio of events that includes the IRONMAN® Triathlon Series, the IRONMAN® 70.3® Triathlon Series, 5150™ Triathlon Series, Iron Girl®, IRONKIDS®, six of nine International Triathlon Union World Triathlon Series races, road cycling events including the UCI Velothon Majors Series, mountain bike races, premier marathons and other multisport races. IRONMAN’s events, together with all other Wanda Sports Holdings events, provide more than 680,000 participants annually the benefits of endurance sports through the company’s vast offerings. The iconic IRONMAN® Series of events is the largest participation sports platform in the world. Since the inception of the IRONMAN® brand in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines at the world’s most challenging endurance races. Beginning as a single race, IRONMAN has grown to become a global sensation with more than 260 events across 44 countries. For more information, visit

After being acquired from the Sara Lee Corporation, which owned the event series since 1985, IRONKIDS® launched in 2009 with nine events. Since the inaugural year, IRONKIDS has seen more than 60,000 participants and has grown to over 80 events worldwide including races in Africa, Asia, Australia, Europe and North America. Further expansion is planned to for the launch of 100 new IRONKIDS events in China by 2020. The brand creates positive experiences for youth while fostering self-esteem through achievement. The IRONKIDS mission is to inspire and motivate through sport to live an active, positive and healthy lifestyle. For more information, visit

Iron Girl
Launched in 2004 with just two events in the United States, the Iron Girl brand has gained popularity throughout the years garnering global appeal. The event series broadened over the past decade varying from 5Ks and 10Ks to half marathons, expanding and incorporating mother/daughter races, sprint triathlons and wellness initiatives. Iron Girl aspires to bring women of all ages together as a community by offering a supportive, energetic and empowering environment for females pursuing a healthy and active lifestyle. For more information visit

About IRONMAN Consumer Products Licensing
IRONMAN is a top 75 Global Licensor with retail revenues of licensed product exceeding USD$500 million per year. IRONMAN Licensed Products have been around since the inception of the brand and are manufactured and distributed through global, regional and local licensing partners across a variety of channels including food, drugstore, mass, and specialty as well as online and through IRONMAN owned retail channels. IRONMAN aims to create products that expand the brands exposure and enhances core and casual fans’ relationship with the brands beyond the mass participation event offerings. IRONMAN products span categories such as watches, eyewear, compression apparel, apparel accessories, fitness accessories, running strollers, fragrances, bags and luggage as well as wellness products to aid in an athlete’s nutrition and recovery. Most notably, the Timex IRONMAN Watch was launched in 1986 and continues to be the #1 selling sport watch in the world. For more information contact licensing(at)

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