Salomon will sponsor the Ironman World Championship starting in 2027, replacing Hoka as the exclusive footwear partner. The five-year deal includes naming rights for Kona and seven other races. Salomon will also rename the run leg the Salomon Run Course.

The agreement, announced in Nice, makes Salomon a Global Premier Partner with exclusive rights in footwear, apparel, and technical bags. The deal leaves no room for Hoka, which currently sponsors North American and European races. Salomon’s S/LAB shoes are popular in mountain races. Read more gear coverage.

Salomon, owned by Amer Sports, reported a 32 percent revenue increase in the second quarter, with its Outdoor Performance segment up 37 percent. The brand’s triathletes are already using its Phantasm 3 shoes, with Casper Stornes among those racing in them. Salomon’s partnership with athletes extends to training and recovery. Related: New Running Shoes Offer Speed and Versatility for Athletes.

This original Runner World brief is based on reporting from Marathon Handbook. Visit the source for its complete reporting, context and any later corrections.