COLORADO SPRINGS, Colo. — USA Triathlon today unveiled its Power Within campaign, a comprehensive marketing initiative designed to reposition the sport of triathlon by addressing its challenges head-on, galvanizing the multisport community and inspiring new audiences to engage.
The campaign serves to empower triathletes of every level to be advocates for the sport by sharing their stories — from the relatable and relevant journeys so many athletes undertake, to the exceptional accomplishments that inspire entire communities. Power Within showcases the accessible, inclusive, attainable and participatory qualities of multisport in an effort to both celebrate its current participants and encourage aspiring multisport athletes to take part.
“For too long, triathlon — especially for those unfamiliar with our sport — has been synonymous with really long races and expensive gear,” said Rocky Harris, USA Triathlon CEO. “It is time we change the perception of the sport from being impossible for all but an elite few, to attainable by all. We want to attract fitness enthusiasts of all kinds to our sport, from the 61 million people who workout at fitness centers to the 17 million people who participate in running events each year. The only way we can accomplish this is by changing the way people perceive our sport.”
“Our athletes and community inspire me every day,” said Jacqueline McCook, President of the USA Triathlon Board of Directors. “Whether we are lifelong athletes or just looking to get off the couch, the power within each of us enables us to achieve beyond expectations. For some, it is taking our first plunge into the pool or running to the end of the block. For others, it is crossing the finish line, achieving a personal best, or realizing an Olympic or Paralympic dream. It is an honor to gather and share these amazing stories in the hope of galvanizing, inspiring and expanding the triathlon community — allowing everyone to realize their personal Power Within.”
USA Triathlon encourages its members to get involved by submitting their own #PowerWithin statements — a public declaration of triathlon’s unique contribution to their lives — using the online submission form at ourpowerwithing.org or by emailing firstname.lastname@example.org. All constituents in the multisport community — including athletes, coaches, race directors, officials, clubs, brands and retailers — who share their #PowerWithin statements will have the chance to be featured on USA Triathlon’s website, social channels and USA Triathlon Magazine.
As the COVID-19 pandemic drastically alters the world of sport, “Power Within” will also focus on connecting the multisport community during difficult times. USA Triathlon released a video entitled “Our Power Within” in early April, which showcased the resiliency and camaraderie of triathletes across the country during a time when racing was put on pause and solo training became the new norm for many. Through community-driven storytelling, USA Triathlon’s editorial content will highlight the physical and emotional benefits of the sport, as well as the strength of individual athletes facing unique challenges during COVID-19.
Toyota, a USA Triathlon corporate partner, will run a digital campaign alongside Power Within to celebrate the thousands of athletes who had qualified and planned to compete in the canceled 2020 Toyota USA Triathlon Age Group National Championships. The “Incredible Achievements. Every Day.” campaign, presented by Toyota, will showcase the unique ways that Age Group Nationals qualifiers have kept the multisport spirit alive without the ability to race on the national stage this summer.
Using Power Within as a platform, USA Triathlon will also explore the sport’s diversity, equity and inclusion challenges — both by prioritizing representation and diversity in marketing and communications materials, and by providing resources for constituents to help drive actionable change in their local communities. USA Triathlon will seek to tell the stories of underrepresented individuals and groups across the multisport community and foster conversations about diversity, equity and inclusion at all levels of the sport. In the fall, USA Triathlon will host a one-day Power Within Diversity, Equity and Inclusion seminar, which will be free and open to the public. Additional details including a date, time and registration information for the seminar will be forthcoming.
USA Triathlon will work closely with the USA Triathlon Foundation; explore mutual opportunities with its corporate partners; and collaborate with other multisport and endurance sports organizations to enhance the Power Within campaign and expand its reach to new audiences.
To learn more about USA Triathlon’s Power Within campaign, visit ourpowerwithin.org.
About USA Triathlon
USA Triathlon is proud to serve as the National Governing Body for triathlon, as well as duathlon, aquathlon, aquabike, winter triathlon, off-road triathlon and paratriathlon in the United States. Founded in 1982, USA Triathlon sanctions more than 4,300 events and connects with more than 400,000 members each year, making it the largest multisport organization in the world. In addition to its work at the grassroots level with athletes, coaches, and race directors — as well as the USA Triathlon Foundation — USA Triathlon provides leadership and support to elite athletes competing at international events, including International Triathlon Union (ITU) World Championships, Pan American Games and the Olympic and Paralympic Games. USA Triathlon is a proud member of the ITU and the United States Olympic & Paralympic Committee (USOPC).