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The International Triathlon Union has dropped its ‘ITU’ acronym to adopt a new brand - World Triathlon.

Effective as of yesterday (1st October), the Swiss-based international federation - known as the ITU since its inception in 1989 - has adopted a new name, brand and logo that it says will “reinforce World Triathlon’s place at the centre of the global triathlon community” and provide “fresh impetus to its mission to continue growing the sport across the globe”.

The triathlon body becomes the latest international federation to incorporate ‘World’ into its identity and drop an initialism, following on from the incorporation of World Athletics (in 2019), World Sailing (in 2015), World Rugby (in 2014), United World Wrestling (in 2014) and World Archery (in 2011).

At the end of last year, the ITU hired the UK-based RBL Brand Agency for its full rebranding exercise. The award of the rebranding contract came after presentations from three different design agencies.

Commenting on the new identity, World Triathlon President and International Olympic Committee member Marisol Casado stated “the message behind the new name could not be clearer: World Triathlon represents the entire multisport community, from the first-time triathlete to the Olympic champion.

“It represents everything we stand for; innovation, ambition, collaboration and equality and will continue to be the leading voice shaping and sharing our sport’s incredibly bright future.”

The new look will also be adopted by triathlon’s five continental confederations.

Main image: Australian triathlete Chris McCormack (Supplied).

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