Posted: June 16, 2005

Triathlon: Sorbothane signs as Philadelphia Triathlon presenting sponsor

New triathlon could be new “heart and sole” of participation sports in Philadelphia

PHILADELPHIA (June 15, 2005) – Sorbothane Performance Insoles signed recently to present the Philadelphia Triathlon in Fairmount Park (www.PhillyTri.com), the nation’s newest, big-city, Olympic-distance triathlon, on June 26, 2005. The relationship provides a foot-bed of direct contact with the 1,400 or so athletes and additional fans through high-traffic, on-site signage, exposition space, product placement in athletes’ bags – each participant will receive a pair of the sponsor’s insoles, Web-based marketing, and other marketing and public relations elements.

“Triathlons are life-enhancing experiences,” says Megan Russell, director of marketing, Penguin Brands, Inc., Sharon Hill, Penn., parent company of Sorbothane, one of the nation’s leading performance insole manufacturers. “We are so pleased to support the Philadelphia Triathlon because it will provide that experience to so many athletes and their families.” The company has committed cash, product and staffing for the inaugural event, which will feature many of the city’s most historic and picturesque areas along its Olympic-distance course (1.5 km swim/40 km bike/10 km run), including a challenging-yet-fun swim in the Schuylkill River, two-loop bike course winding through Fairmount Park and past Boathouse Row, and a scenic run along the Art Museum loop.

Philadelphia has a few long-time, mass-participation sports events, but a large-scale triathlon – the front-runner of the action sports market – comes at the right time. There have been few new events in the city and triathlon has grown tremendously nationwide in recent years. USA Triathlon, the national governing body, reports its membership increased by 11.1 percent to 53,254, single-event participation increased by 17.6 percent to 177,040, and there were 1,226 events – up by 11.4 percent, nationwide in 2004.

The Philadelphia Triathlon in Fairmount Park reached its first-year target of 1,250 athletes in just 10 weeks of registration and five months before the race. Sixty percent of the triathletes will come from Pennsylvania, and the others will travel from 30 other states. Demographics are comparable to the sport’s national standard: 75% are male; and 60% of the men and 54% of the women are between 30 and 44 years old, with the field ranging from 16 to 64.

“We’d like to see the Philadelphia Triathlon become the city’s heart and ‘sole’ of fitness events,” says Russell, “and we anticipate this will be come a long-term relationship for Sorbothane and Penguin’s other brands.” The company also produces Penguin Sport-Wash, Penguin Shoe Care and Nathan Sports running gear, and all will contribute to the race.

“Our employees are runners and triathletes, so we’ve got the understanding and passion for what triathletes – hard-working, always-moving, achievers – endure through training and racing, and what they need to succeed,” she explains. Sorbothane Performance Insoles minimize injuries and maximize performance, enabling runners, triathletes and other sports enthusiasts to extend by years their ability to train and compete. “Still, anyone, athlete or not, would benefit from the unrivaled shock-absorption Sorbothane Insoles offer. We hope Philadelphia Triathlon media coverage and general awareness will attract more people to the sport, encourage an active lifestyle and teach people to treat their feet better.”

Beneficiaries of the independent Philadelphia Triathlon in Fairmount Park (www.PhillyTri.com) include The Children’s Hospital of Philadelphia’s division of oncology, Police Athletic League and Fairmount Park Commission. In addition to presenting sponsor Sorbothane Insoles, sponsors include the Philadelphia Inquirer, Philadelphia Insurance, Cadence Cycling Performance Centers, Endless Pools, Triathlete Magazine, Wissahickon Mountain Spring Water, Penguin Sport Wash, Nathan Sports, Hammer Nutrition, New Balance, Philadelphia Runner, Tropicana, Fox Rothschild Attorneys at Law, Renaissance Marble and Granite, and Savran Benson Certified Public Accountants. For media information, sponsorship and expo sales, contact SLHCommunications, Inc, tel. (310) 467-6865, or visit www.PhillyTri.com.

Sorbothane athletic insoles feature unrivaled shock-absorption of up to 94.7% of impact shock. Using the latest technology and medical information, Sorbothane aims to design insoles that minimize injuries and maximize performance, enabling runners, triathletes and other sports enthusiasts to extend by years their ability to train and compete. Learn more at www.RunLonger.com.