SportsOneSource Media Posted: 3/23/2011
K-Swiss's CEO Steve Nichols has pledged to award $1 million to brothers Andreas and Michael Raelert if they reach their goal of finishing first and second at the Ironman World Championship on October 8, 2011. The bonus would mark the largest sum ever awarded in the competition's 33-year history, putting the payout in the range of such prestigious events as both Wimbledon and the Masters.
The event Kona, Hawaii covers a 2.4-mile swim, 112-mile bike and 26.2-mile run.
The German-born Raelert brothers, just four years apart in age, currently stand as two of the world's leading triathletes. Both are reigning champions: Michael is the back-to-back 2009 and 2010 Ironman 70.3 World Champion and Andreas is the 2010 Ironman European Champion. However, Michael has never raced in Kona, or any race Andreas has entered out of admiration for his older brother. Inspired by this kinship and dedication that defines the sport of triathlon, K-Swiss is pledging to help push the envelope in the sport by launching this once-in-a-lifetime challenge to reward the athleticism and drive that is relatively unrecognized in the sports world.
"Last year at Kona, I asked Michael why he wasn't competing. I was moved by his response - that ever since he was a child, his brother Andreas has been his hero, and he couldn't race against him," said Steven Nichols, CEO of K-Swiss. "Michael said that the only way he would compete against Andreas was if they finished in unison. This really shows the world what the triathlon community is all about - we hope to meet them at the finish line in Kona with a check in hand to award that dedication."
Through a grassroots effort, the company aims to raise awareness for the sport of triathlon and its passionate community of athletes. The Ironman series is an unparalleled endurance event in which athletes must complete a 140.6-mile grueling course: a 2.4-mile swim, 112-mile bike and 26.2-mile run. Throughout Ironman's summer season, the brothers will race in competitions forging their way to the World Championships in Kona.
"We feel that the most grueling one-day sporting event in the world deserves more attention than it has," said Erik Vervloet, K-Swiss vice president of sports marketing. "Kona is nearly impossible to win on your own, but two brothers accomplishing this together would be a game-changing moment for the sport of triathlon."
K-Swiss will support the challenge and encourage people to follow the Raelerts on their journey to the finish through a season-long social media campaign and via the official K-Swiss triathlon Tumblr: www.kswiss.com/triathlon.
