Ironman has signed a multiyear partnership with Hoka One One that expands the relationship with the running shoe brand. The new deal makes Hoka the official running shoe of the Ironman North America Series and the Ironman Europe Series.

With the deal, Hoka will have a presence at select 2018 Ironman and Ironman 70.3 Series events, including 40 races in North America and 32 in Europe, as well as the Ironman World Championship and Ironman 70.3 World Championship. The partnership between Ironman and Hoka is also expected to bring added focus to the “Humans of Hoka” campaign, which follows the journeys and stories of triathletes and athletes of all abilities.

“We are thrilled to continue and expand our support of the Ironman race series to reach even more accomplished and aspiring triathletes around the world,” said Lee Cox, global vice-president of sales and marketing at Hoka One One. “Hoka is committed to telling authentic stories and this partnership with Ironman enables us to amplify stories across North America and Europe.”

Hoka was the most popular shoe brand on all finishers at the 2017 Ironman World Championship in Kailua-Kona, Hawaii.

“Everyone in the Ironman family is excited about the new partnership with Hoka One One,” said Matthieu Van Veen, chief revenue officer for Ironman. “This partnership with a premiere running brand demonstrates our commitment to providing excellence to our athletes. This innovative partnership will be focused on creative content produced by the Ironman digital team and the Humans of Hoka series will bring focus on the incredible journey of Ironman athletes.”