Latest News | 4 February 2025
Sports apparel brand lands major deal with British Triathlon


Endurance sports apparel brand HUUB has struck a deal to supply a range of products to one of the largest teams in the world of triathlon.
The Derby firm has partnered with British Triathlon to provide premium kit for the Great Britain Age Group Team, which had more than 3,500 members competing in 2024.

HUUB and British Triathlon have also created a range of accessories, cycling and training kit and leisure wear for British Triathlon members and supporters of the sport.
British Triathlon’s Next Generation programmes are also part of the deal with HUUB providing the kit to support the triathlon stars of tomorrow.
First to launch is the Great Britain Age Group Team kit, which was developed with athletes from the Age Group Team.
Ruth Daniels, chief executive of British Triathlon, said: “This is a key partnership for us, our Age Group Team, our membership, and our triathlon community.
“We can now offer Age Group athletes access to products that don’t just look great but also give them the edge when competing.
“All kit has been co-developed and designed to give them confidence to line up at the start line of international and national events knowing they have the best team wear and all the advantages that come with them.”

Dean Jackson MBE, founder and chief executive of HUUB, said: “The partnership with British Triathlon really is the pinnacle for the company.
“Out of every potential partnership in triathlon this is the one we have desired more than any other.
“We see the Age Group athletes as the lifeblood for many businesses in the triathlon space and to be able to give back to this cohort is wonderfully exciting for us all.
“We’re super-keen to get moving on the next four years, to connect even closer with the Age Group Team and ensure British triathletes when competing for their country are at no disadvantage when it comes to speed in the water and on the land.
“We are quite simply thrilled! It’s going to be an exciting period, not only for us, but also seeing the direction Ruth will take the organisation ensuring we have strong foundations to drive our sport towards even greater success.”
Following the launch of the Age Group Team kit, kit for next generation and pathway athletes, coaches and tutors will follow along with merchandise for British Triathlon members and people taking it part in its Swim Bike Run programme.