A New Tradition

In Japanese, the word Sugoi means incredible, and we remain dedicated to creating some of the world's most incredible product. In feudal Japan, each kingdom would put forth their champion, or Sumo, to represent their kingdom in symbolic battle. The Sumo tradition remains strong to this day. Sugoi is proud to introduce an exciting program honouring our modern-day champions: the Sugoi Brand Champions. Our mission as a company is to Fuel Personal Bests. The Sugoi Brand Champions program is geared toward supporting those athletes who choose to wear Sugoi and inspire others on a daily basis. The main criteria for inclusion to the program is not always the person who is the fastest in the competition, but the person who inspires others by chasing their own personal bests. For some, this may mean getting off the couch for a weekend bike ride. For others, it means committing the time and effort required to achieve a marathon personal record. The benefits for the Sugoi Brand Champions include limited pro. deal discounts and access to limited edition product for both training and racing. In addition, one of our goals is to recognize Sugoi Brand Champions with special support programs at major North American run and triathlon events.