James Lawrence, the multiple Guinness World Record holder who completed 50 ultra-distance triathlons in 50 US states over 50 consecutive days, has further solidified his partnership with accessories and helmet specialist Rudy Project.
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 endeavours on and off the race course.
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 best selling casual frame.
“It was pleasure it was to meet ‘The Rudy’ behind Rudy Project,” James said. “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 a 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.”
“We were elated to finally meet the legendary Iron Cowboy himself,” said Simone Barbazza. “Here is a man who committed 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 excellence 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 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. As a release from Rudy Project points out, ‘Why conquer just the United States when you can conquer the world?’
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 number one 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 aims to offer ‘unparalleled customer service backed by a Lifetime Replacement Lens Guarantee and an industry-leading three-year frame warranty.’