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 group of private investors in 2017. It will complete the acquisition on 31 December 2017, managing brand strategy and new product line extensions out of its global office in Portland, Oregon. Financial terms of the deal were not disclosed.
“We are honoured to have the opportunity to build upon the XTERRA name and develop a sports lifestyle brand for the outdoor endurance community,” said Brian Wei, XTERRA Global Vice President of Marketing. “The passion for the brand after 22 years of XTERRA racing is immense. We see the opportunity to serve the outdoor sports community wherever they go, from rest day to training day to race day.”
The TEAM Unlimited staff will partner with XSU and operate the XTERRA World Tour events and media operations out of offices in Honolulu, Hawaii.
“We’re one team now, and thrilled to have such highly-qualified and passionate owners leading the way for this brand,” said Janet Clark, who will continue to serve as the President of the XTERRA racing division.
“Throughout our history we’ve created and produced some of the best, most compelling, and iconic off-road racing and adventure experiences in the world. That, in turn, became a real, authentic lifestyle brand.”
XTERRA Sports Unlimited (XSU), founded in 2017, is a Delaware entity that owns XTERRA Global, a Portland, Oregon based company established to advance the XTERRA business model and platform with its partners globally. In December 2017, it will acquire TEAM Unlimited, the Hawaii-based television, events and marketing company and the brand name XTERRA.
From a one-off race held on the most remote island chain in the world, XTERRA evolved into an endurance sports lifestyle with worldwide appeal. In 2017, XTERRA offered more than 300 off-road triathlons and trail running events in 30+ countries worldwide and produced 10 adventure television shows for international distribution