IRONCOWBOY ACHIEVES the “Unachievable” – BREAKS ALL RECORDS – 50 Full-Distance Triathlons in 50 Days Over 50 States

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Denver, CO – On June 6, 2015, James Lawrence, more commonly recognized as the ‘Iron Cowboy,’ began an unbelievable and surreal journey to raise awareness of childhood obesity in the United States, and to slash triathlon records. With the support of Rudy Project providing James and his crew with award-winning helmets, sunglasses, RX-sunglass solutions and equipment, the Iron Cowboy raced 50 full-distance triathlons, in 50 states, in 50 consecutive days. Yes, we say it again – raced 50 full-distance triathlons, in 50 states, in 50 consecutive days.


ic2“There is literally no precedence for this, we are stunned and completely in awe at James’s dedication, courage and raw strength,” said President and Co-Founder of Rudy Project North America, Paul Craig. “When I first heard of James’s goal, I couldn’t believe he was going to try this. But his cause is important and his determination is sincere, that’s what convinced us to support him in every possible way. Now I’m simply amazed. I’ll be telling James’s story for decades to come. In honor of James we will dedicate 4 pages to our 2016 dealer catalog to him, his family and his cause.”


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. Before the 50-50-50, Lawrence already held two Guinness World Records, including ‘Most Full-Distance Triathlons Completed in a Year.’ James has now surpassed his previous record, as he completed 120 miles of swimming, 5,600 miles of biking, and 1,310 miles of running over the course of 50 days. In total, he raced over 7,030 miles, equivalent to going from LA to New York, back to LA and then BACK to New York again!


ic3As a father of 5, Lawrence tackled this impressive feat not for himself, but to bring attention to childhood obesity. “A shocking statistic is that over the past 5 years, childhood and adolescent obesity is up 22%,” James shared with Rudy Project before his journey began. “That means that one-third of children and adolescents are obese. So that’s not fat, that’s obese. That number is way too big.”


James’ own passion, persistence, and perseverance were only a fraction of what fueled him during this journey. His outstanding crew, family, and supporters across the country banded together to help James reach the finish line. “None of the world records I’ve done or anything I’ve put together has been on my own,” Lawrence claimed. “It’s all been through the help of others and complete strangers in the triathlon community. We’re 50 states apart, but we are such a tight knit and welcoming group of individuals.”


Lawrence, a long-time Rudy Project fan, sported all types of Rudy Project gear during this incredible endeavor. He was most frequently seen in the Wing57 Aero / TT helmet and Zyon sunglasses as he dominated the bike and run portions each day. In addition, his support crew used Rudy Project new triathlon bags for equipment storage, and Rudy’s Casual / RX sunglasses to keep their focus during the long-haul drives between states and while helping James transition throughout each day.


Through bike crashes, bloody toes, and weather so brutal that he had to complete several days indoors, James proved all those who doubted him wrong as he crossed the finish line in his home state of Utah on July 25, 2015. In an earlier interview with Rudy Project, James shared, “We’ll do whatever we can to go through the mountain, over the mountain, or around the mountain. Ultimately, we’ll make it do the other side of the mountain before this is all said and done.” From all of us at Rudy Project, congratulations James, you conquered your mountain!


Help James support the fight against childhood obesity by

following along and visiting


Purchase any Rudy Project Equipment Here, and Part of the

proceeds will go to the IRONCOWBOY and his mission


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 –    Riley Lantz –

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