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Can new triathlon race series challenge Ironman?

Posted Mar 12 2009 3:03pm

Logo The press release below may seem and sound a bit odd.

At first blush you may think to yourself that you probably don' t care that the "Challenge Family" has a new logo and marketing tag line.

But don' t jump to conclusions. This new series of six triathlon races built around the hugely successful Quelle Roth Challenge in Germany could be the first serious competitor to the worldwide Ironman brand.

The Roth Quelle Challenge is perhaps the most successful iron distance race that' s not part of the World Triathlon Corporations Ironman series.

We would bet that the folks at the WTC are certainly taking notice to a new triathlon series in four different countries.

Press Release:

A new logo and an additional new online portal will herald a new era for the well-known Challenge Triathlon series, which will for the first time include six races worldwide this year.

"We are Triathlon" is the new, self-confident claim that the Challenge Family is using to promote Challenge events all over the world as of March 12. A new Internet portal at will be put online. It' s also the date when the new "family logo," the symbol of community for all Challenge events, will be used for the first time on a new, common website and on individual websites for competitions in Wanaka, New Zealand; Niederbronn-Les-Bains, France; Barcelona, Spain (two races); Kraichgau, Germany and, of course, the "parent" event, the Quelle Challenge Roth in Germany.

Big opening surprise: Another 100 start places!

At the opening of the new online portal and the presentation of the new family logo there will be a special gift on March 12: TEAMChallenge will reopen the registration lists for the QCR for a short time and will provide another 100 start places at regular prices. This will be the very last chance for all athletes who would still like to take part in the "best old race" and who have not managed to get hold of a ticket for the race so far. (The race has been fully booked for months.)

Logo combines harmony and strength

The new, catchy red logo, which has been developed by the designer Timo Reichhart of designlöwen in Nuremberg, combines four graphic elements: a circle, dynamic verve, the shape of a heart and a "V" for "victory." Although the elements exhibit a certain contrast, in their combination they imply at the same time harmony and strength. If this is translated to the worldwide Challenge Family, there is a contrast between the tough sport of triathlon and the image of the series--cordiality, enthusiasm and real emotions.

For the individual licensees of the series, which still continues to grow, Reichhart has designed variations of the family logo that will enable the organizers of each event to include their title sponsor, the place and the date of the race into the figurative mark.

A new and consistent design concept, including the individual country variations, had to be found when the Challenge Family kept on growing. So this year two new races in Barcelona (half-distance on May 24, long-distance on October 4) as well as the new German half-distance race in Kraichgau (on June 14) will celebrate their premiere, and additional events are going to follow. The use of the new logo by all partners and licensees on all types of printed matter and advertising media will result in an optimum widespread effect of the "Challenge" trademark. It will also help to enhance the public' s awareness of the triathlon series as an international event.

For more information, please visit the new Challenge Family website at

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