‘Iron Cowboy’ James Lawrence Solidifies Relationship with Italian Sunglasses & Helmet Manufacturer Rudy Project



Treviso, Italy – James Lawrence, endurance sports legend and multiple Guinness World Record holder who completed 50 ultra-distance triathlons in 50 states over 50 consecutive days, further solidified his partnership with the award-winning eyewear and helmet manufacturer Rudy Project this last week. Widely recognized as the ‘Iron Cowboy,’ James visited the Italian company’s headquarters in Treviso, Italy, to take a behind the scenes look at Rudy Project’s creative development process, and to discuss his future endeavors on and off the race course.

“It was pleasure it was to meet 'The Rudy' behind Rudy Project,” James shared. “Rudy and his two sons were very kind and filled with passion. At 80 years old he is still living his dream. I also loved that it is still family business and you can tell that they treat everyone there like family. The Italian people were equally as kind and invited and make us feel very welcome during our time there. I recall Sunny saying ‘I could live here.’ Thank you Rudy and the gang.”


During his time at Rudy Project’s HQ, James and his wife Sunny met with the founder of Rudy Project, Rudy Barbazza, his two sons and current owners of the company, Simone and Cristiano, and Rudy Project’s lead designer David Michaud. Together they begin the visual conception of a Limited Edition Iron Cowboy Spinhawk sunglass model, Rudy Project’s #1 selling casual frame.

“We were elated to finally meet the legendary Iron Cowboy himself,” said Simone Barbazza. “Here is a man who commited himself to a goal which nearly everyone said was impossible, but he pushed on and persevered. He’s humble, well-spoken, and friendly to everyone. That kind of commitment to excellent perfectly encapsulates the essence of Rudy Project. James’s vision, attitude and feedback make him an exceptional asset to our brand in every way, and I’m proud that we’ll be working together closely through the coming years.”


James was later interviewed by Sport Week, a highly recognized Italian sport magazine, which was followed with a “Meet & Greet” event held at the Rudy Project Concept Store. Eager fans and European media were in attendance to hear James speak about his incredible accomplishments and upcoming endurance challenges.

The Iron Cowboy may have shocked the world with his 50-50-50 completion in 2015, but he has even bigger plans of attack in the near future. Why conquer just the United States when you can conquer the world?

About Rudy Project

Performance Italian Sunglasses, Helmets, Goggles + Rx/Prescription Eyewear Solutions • Unbreakable ImpactX-2 Lenses • Designed + Crafted in Italy for over 30 years • Family Owned Since 1985 • #1 Most-Worn Aero / TT Helmet at the IRONMAN World Championships in Kona, Hawaii for the last five consecutive years • #1 Gold Medal Winner in Winter Olympics (Torino). • Over 100,000 sponsored athletes and ambassadors • Replacement Lens Guarantee, even against scratches • www.e-rudy.com

Media Contacts:

Devin Johnson - djohnson@gorace.pro Riley Lantz – rlantz@gorace.pro