50 Ultra-Tri’s * 50 States * 50 Days - Rudy Project Partners with the IRONCOWBOY


An Unbelievable Journey to Break All Records


Denver, CO – “Completely impossible” is a phrase which James Lawrence, known as the ‘IRONCOWBOY’, has heard more than a few times. Having already set two world records, including most ‘full-distance triathlons completed in a year’ in 2012, James is now ready to embark on an even more extreme journey: 50 full-distance triathlons, in 50 states, in 50 consecutive days. With the help of Rudy Project providing his sunglasses and aero helmets, Lawrence will be tackling this impressive feat in order to raise awareness of childhood obesity.

 “When I first heard of the 50-50-50, I literally said, ‘you’ve got to joking’,” remarked Paul Craig, President and Co-Founder of Rudy Project North America. “The idea of this racing feat still blows my mind. However, when I spoke with James and came to understand his amazing goal and his superhuman passion, it instantly clicked. What James is seeking to accomplish will not only unite triathletes around America as they race with him through each state and race, but it will do so around a critical issue, the health and well-being of our children. I knew immediately Rudy Project had to be part of his journey, and am proud to say that we will support the IRONCOWBOY and his foundation in every way possible.”

 A full-distance triathlon, equivalent to the distance of IRONMAN® triathlons, is made up of a 2.4 mile swim, 112 mile bike, and 26.2 mile run. Lawrence also holds the Guinness World Record for the most half-distance triathlons completed in a year. Over the upcoming 50 days of his race, James will bike 5,600 miles, run 1,310 miles and swim 120 miles. In total, he’ll race over 7,030 miles, equivalent to going from LA to New York, back to LA and then BACK to New York again!

 As a father of 5, Lawrence wants to bring attention to growing childhood obesity epidemic in America. “My focus is childhood obesity, but that inevitably engulfs obesity as a whole,” the Iron Cowboy shared. “Children are a product of their environments, so my target is to raise awareness of childhood obesity, but in reality it’s going to be about educating the parents.”


Lawrence, a long-time Rudy Project fan, sported Rudy Project gear during one of his full-distance triathlon World Record endeavors. “I did the 2012 world record in the Rudy Project Wingspan and Noyz sunglasses, so I didn’t see any reason to veer away from it. I made a very conscious effort to work with companies that I use and have used throughout my entire career,” said James. “I’ve tried other helmets, but I keep coming back to Rudy. I like to call it home now.”

 James originally gave Rudy Project equipment a try because he had seen the brand blossom within the Triathlon community. For the last four consecutive years, Rudy Project has been awarded the prestigious title of ‘Most Worn Aero Helmet of the IRONMAN® World Championships’ in Kona, Hawaii and in 2013, Rudy Project was named as ‘Official Helmet of IRONMAN® for North America.’ The advanced aerodynamics, lightweight design and extreme cooling properties of the helmet which prevent bonking and overheating, will be critical to James as he seeks to conserve energy over each ultra-distance triathlon.

During his journey, Lawrence has encouraged athletes of all levels from across the country to join him at any part of the race. “I think I’ll be able to feed off of the other athletes and the inspirational stories that come across our path along the way. The people, the tri groups, and the communities that have all banded together across the 50 states are what will drive me and push me to keep going.”


 Lawrence begins his 50-50-50 expedition in Hawaii on June 6 and, if all goes as planned, will wrap up in his home state of Utah on July 25. You can visit www.ironcowboy.co to learn how you can support the movement, track James’ status, and even join him when he’s in your state.

 “In order to even attempt something like this, you have to have a small amount of swagger, an abundance of conviction, and zero doubt that this is possible.” Lawrence shared. “If any of those things don’t line up, ultimately you will fail.”

About Rudy Project

Rudy Project designs and manufactures performance-oriented helmets, sunglasses, goggles and Rx/prescription eyewear solutions by applying advanced science, cutting-edge technology and innovative aesthetics. Designed and crafted in Italy since 1985, Rudy Project has grown quickly as a premier brand throughout North America. Rudy helmets were recognized as the #1 most worn aero / time-trial brand at the IRONMAN® World Championships Presented by GoPro™ in Kona, Hawaii for the last four consecutive years, and have been designated the Official Helmet of IRONMAN® for North America. Rudy Project offers unparalleled customer service backed by a Lifetime Replacement Lens Guarantee and an industry-leading three-year frame warranty.

Media Contacts:

Devin Johnson - djohnson@gorace.pro

Riley Lantz – rlantz@gorace.pro