Brand licensing agency Global Icons is the new exclusive worldwide representative for the Ironman endurance sports brand.

Ironman stages nearly 200 events annually around the world across five brands including Ironman, Ironman 70.3, the 5150 Triathlon series, Iron Girl and Ironkids.

Since the 1986 launch of the Timex Ironman watch, the brand has developed a licensing program that generates more than $500 million annually in global retail sales. The Ironkids brand also has a successful licensing initiative with items like gummy vitamins.

Catering to both professional athletes and people with aspirations of fitness, Global Icons plans to grow the Ironman and Ironkids brands in the areas of food and beverage, sporting goods, publishing and home electronics.

The agency also plans to align with a national retailer to host events and create exclusive products in the youth apparel, accessories, food and beverage and fitness equipment categories.