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USA Triathlon Unveils USA TRI: A New Brand to Unify Its High-Performance Pathway and Elevate Elite Athletes on the World Stage

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by USA Triathlon

COLORADO SPRINGS, Colo. — USA Triathlon in May announced the launch of USA TRI, a new brand that will serve as the unified identity for the organization's elite athlete storytelling and entire high-performance program.  

For the first time, USA Triathlon's National Team, Development Team, and Junior Team will stand together under one banner: the USA TRI Elite Program. The new brand and social media account creates a single, clear identity for every tier of the high-performance pathway — Olympic and Paralympic — from emerging junior athletes to those competing on the world's biggest stages. 

“USA TRI is more than a name. It's a declaration,” said Victoria Brumfield, CEO of USA Triathlon. “It represents every athlete who dares to chase the podium on the world stage, every coach and program that builds champions, and every young athlete who dreams of one day wearing the red, white, and blue. By rallying around this clear and powerful identity, we're doing more than rebranding — we're igniting belief in a shared purpose, a shared path, and a shared future.” 

U.S. elite athletes competed at the World Triathlon Championship Series Yokohama and World Triathlon Para Series Yokohama debuted the new USA TRI brand on Friday, May 15, wearing specially-designed USA TRI cycling kits. 

Designed by creative consultancy firm, BCG Brighthouse, the USA TRI logo features a patriotic identity with red, white and blue and is anchored by a three-prong star that represents the three disciplines of triathlon — swim, bike and run — and also the three tiers of USA Triathlon’s high-performance program: Junior, Development and National.  

The launch of USA TRI comes at a defining moment for the sport. In 2028, the Olympic Games return to U.S. soil for the first time in more than 30 years, with triathlon taking center stage as the first event and medal ceremony of the LA 2028 Olympic Games. USA TRI is designed to meet that moment, giving USA Triathlon one voice to tell its story to athletes, fans, partners, and the world. USA TRI stories will be told across social media on the new dedicated USA TRI social account. 

What USA TRI Is Built to Do

The USA TRI brand exists to:

  • Unify every tier of the U.S. high-performance pathway — Olympic and Paralympic — under one identity
  • Elevate elite athletes onto the global stage
  • Inspire the next generation of U.S. triathletes
  • Ignite belief in a shared purpose, a shared path, and a shared future
  • Grow the sport by making triathlon accessible, exciting, and celebrated

“The athletes who wear USA TRI are not just representing a federation,” Brumfield added. “They are the tip of the spear for our sport — the embodiment of American endurance, courage, and excellence. This brand gives us the clarity and power to tell their story the way it deserves to be told.”

A Foundation for the Road to LA28 and Beyond

USA TRI will define how USA Triathlon presents its high-performance program to the world and serve as the foundation for growing the sport, elevating athletes, and inspiring the next generation. The launch also complements Elevate28, the USA Triathlon Foundation's fundraising campaign dedicated to ensuring U.S. elite athletes have the resources needed to succeed in 2028 and beyond. Because USA Triathlon receives no direct government funding, philanthropic support is essential to providing athletes with world-class coaching, training environments, sport science, and international competition.

More information about USA TRI is available in the USA TRI Media Toolkit.

To learn more about Elevate28 and support U.S. elite triathletes on the road to LA28, visit donate.usatriathlonfoundation.org.

About USA Triathlon  

USA Triathlon is proud to serve as the National Governing Body for triathlon, as well as duathlon, aquathlon, aquabike, winter triathlon, off-road triathlon, paratriathlon, and indoor and virtual multisport events in the United States. Founded in 1982, USA Triathlon sanctions more than 3,500 events and races and connects with and supports more than 300,000 unique active members each year, making it the largest multisport organization in the world. In addition to its work at the grassroots level with athletes, coaches, and race directors — as well as the USA Triathlon Foundation — USA Triathlon provides leadership and support to elite athletes competing at international events, including World Triathlon World Championships, Pan American Games and the Olympic and Paralympic Games.