XSU acquires XTERRA to extend as sports lifestyle brand
XTERRA Sports Unlimited (XSU) has today announced the acquisition of TEAM Unlimited, the Hawaii-based television, events and marketing company that brought off-road triathlon and trail running to the world under the brand name XTERRA. The transaction is seen to ‘represent a strategic decision to extend the brand into performance and lifestyle product categories while building upon and improving the XTERRA race experience.’ XSU, which also owns XTERRA Global was formed by a gr