Craig Alexander partners with Trimtex

Triathlon legend and five-time world champion, Craig Alexander, has entered a long-term partnership with Norwegian apparel brand Trimtex

Last updated -

He may be turning 46 years old later this year, but three-time IRONMAN World Champion, Craig Alexander, is still performing at the highest levels out on the race course. This past weekend he finished second at IRONMAN 70.3 Davao Philippines.

He has just signed a three year collaboration with Norwegian apparel brand, Trimtex. If that name is new to you  – yet perhaps slightly familiar – you’ll likely have seen their kit worn by Kristian Blummenfelt and the rest of the talented Norway triathlon team of late.

Here are the full details from Trimtex on the new partnership.

The Norway-based brand Trimtex (, specialist in triathlon and customised sportswear, takes the next step in their expansion plans and started a long-term collaboration with an icon in the sport of triathlon – Craig “Crowie” Alexander.

While Crowie retired from full distance Ironman racing a few years back, he has remained highly competitive at the half distance Ironman with wins and podiums against competitors half of his age, all while maintaining an endless schedule of the sport’s promotion with events, sponsors, and his coaching brand, Sansego.

Craig Alexander / Crowie / Trimtex
Photo credit: AsiaTri / Marvin Manalang

He is a fearless competitor at the shorter distances and brings a lifetime of experience, success and knowledge to the table. The three-time Hawaii IRONMAN World Champion and two-time IRONMAN 70.3 World Champion will not only race and train in customised kits of Trimtex he will also be part of the product development team. Challenging the existing, continuously on the hunt of marginal gains and inventing new solutions makes this relationship a perfect match.

“I’ve been fortunate to be able to represent some well known brands over the course of my career and help contribute to the product development under each company’s standard. But with Trimtex, the standard is already so incredibly high. I didn’t know much about the company nor its products when I was first introduced, but knew immediately upon trying their kit that I wanted in! To be able to help introduce this level of quality in apparel to the world of triathlon is an honour, because I know triathletes around the world are going to be just as impressed as I was when they see, feel, and experience real craftsmanship when it comes to performance racing and training gear,” said Craig Alexander.

Craig Alexander / Crowie / Trimtex
Photo credit: AsiaTri / Marvin Manalang

“This is an unique opportunity for us to grow as a whole. Crowie’s successes speak for themselves and there is no doubt he will enrich the quality of our apparel. Yet, it is his unmatching authenticity as an athlete and sports person matching perfectly to our brand guidelines with the same values and goalsthat fascinates us the most,” added Ole Kristian Augland, owner at Trimtex.

“I speak to a lot of brands in my day-to-day life. When I first connected with Trimtex, I was intrigued with their style of their communication and how they viewed their brand. The presentation was top class and very professional yet with a humble approach. They clearly place a high emphasis on the quality of their product over marketing growth of their brand message. Thus, the company felt like a great match with Crowie and the Sansego team. While I look for credible case studies such as their supplier relationship with the Norwegian Triathlon Federation, it was Crowie’s first reaction to the kit he received that made Trimtex a no-brainer as our choice for a performance apparel partner movingforward”, commented Alexander’s rep, Franko Vatterott.

Craig Alexander / Crowie / Trimtex
Photo credit: AsiaTri / Marvin Manalang

Trimtex notes that it started small. Out of garage in Lillesand, Harald Augland began to create customised sportswear to perform better as an orienteer. 40 years later and evolving from its orienteering roots Trimtex has become a specialist sportswear supplier. As the company points out, ‘Shaped by the toughest Nordic conditions we clothe hardcore athletes for challenges like Norsemanand [for] thousands of athletes in sports clubs across Scandinavia. We do this with the support of researchers from NTNU, the most advanced production technologies and our brand ambassadors – top athletes in our sports.’

Craig Alexander / Crowie / Trimtex
Photo credit: AsiaTri / Marvin Manalang
Written by
Press Release


In episode 1 of our new SBRX Show we sit down with ultra runners and coaches Kim and Jayson Cavill to get their take on the Barkley Marathons and triathlon & trail running gear reviews, training tips and more
Discover more
Sumarpo vanguard vs Zone 3 Vanquish X triathlon wetsuits
ZONE3 Vanquish X wetsuit vs Sumarpo Vanguard wetsuit – how do these triathlon wetsuits match up?
Essential Beginner's Triathlon Gear & KIt
Triathlon gear for beginners: essential kit for getting started
open water swimming Sumarpo wetsuit
How to improve swimming endurance – PRO tips to help you swim further in open water
sumarpo triathlon swimming wetsuit
Wetsuit buying guide – How to choose the best wetsuit for triathlon, open water swimming, SwimRun and cold water
Aviles Duathlon
What is a duathlon? Beginner’s guide to distances, training plans and kit
latest News
lionel sanders wins oceanside 2024 [Photo credit: Donald Miralle / IRONMAN]
Lionel Sanders set for triathlon return after being announced on start list for event he loves
Georgia Bell pictured at the World Duathlon Championship in Ibiza in 2023.
Former age-group triathlon star wins European Athletics silver medal in Rome
Hy-Vee Triathlon Elite Cup 2009 Sprint Finish
The best triathlon sprint finishes – Top five most epic race endings
Sam Long and Mathis Margirier shake hands after a battle on the run.
Sam Long makes JUDGEMENT CALL on season plans after ‘temptation’ of IRONMAN World Championship in Kona
Men podium Wurf Heldoorn Horseau IRONMAN Lanzarote 2023 [Photo credit: James Mitchell / Club La Santa IRONMAN Lanzarote]
IRONMAN Austria 2024: Start time, preview and how to follow live
triathlon on your terms
Never miss out with our triathlon alerts & digest. Get a dose of adventure & inspiration with Boundless.
Invalid email address
The SBRX Group

Proudly elevating endurance sports through content, products & services

Share to...