SALT LAKE CITY, June 8, 2015 (GLOBE NEWSWIRE) -- Utah based endurance athlete James "Iron Cowboy" Lawrence is attempting to claim his third world record by completing an Ironman 140.6 mile race every day for fifty consecutive days. Lawrence plans to race in a different state each day, reaching all 50 by the end of his attempt. By day 50, Lawrence will have swam a total of 120 miles, biked 5,600, and run 1,310.
Lawrence's ambitious goal, dubbed the 50-50-50 Challenge by him and his team, caught the attention of Salt Lake City based premium sports electronics brand Jaybird. Jaybird signed Lawrence as a sponsored athlete in the weeks leading up to his first race in Hawaii on June 6, 2015. "It's a natural fit," said Jaybird CMO Rene Oehlerking regarding the partnership, "Jaybird products are designed to take abuse and keep up with the best. What better way to prove that than by putting them to the test with the Iron Cowboy?"
Lawrence's two currently held world records are for the most half-iron distance races in a year (22 in 2010) and the most iron distance races completed in one year (30 in 2012). "I know my limits were not reached in 2012," Lawrence said in a recent interview, "and I want to test the true limits of my mind and body with this new 50-50-50 challenge."
Lawrence hopes to raise awareness and funds to fight the ever-growing epidemic of childhood obesity through a partnership with the Jamie Oliver Food Foundation, "We're the first generation where the parents are slated to outlive their children," Lawrence said, "The epidemic is so crazy that I had to do something that equaled its craziness in order for people to pay attention."
The public is invited to participate in their city's challenge by registering for free at www.ironcowboy.co/ic5k/ Participants can choose to race alongside Lawrence for the entire Ironman or for a 5k run. A complete event calendar is available at www.ironcowboy.co/calendar/
Regular updates on Lawrence's progress, as well as content surrounding the 50-50-50 Challenge, will be available on IronCowboy.co and Jaybird social media channels.
About Jaybird
Established in 2006, Jaybird is an active lifestyle consumer electronics brand based in Salt Lake City, Utah. Jaybird makes premium market leading sports tech products to inspire people to be active and empower them to improve their lives. Jaybird is known primarily for its innovations in the Bluetooth headphone market. Jaybird is one of the fastest growing private companies in the world, ranked in the Inc. 5000 three times running (currently 392nd nationally, 13th in Utah), and the third top premium headphone brand in the US behind only Beats (Apple) and Bose. For more information, please visit www.JaybirdSport.com
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