Representation agreement will also cover the Ironkids and Iron Girl brands.

Wanda Sports Holdings has tapped Graj + Gustavsen to extend the Ironman brand globally.

Under the terms of the agreement, G+G will develop a comprehensive execution strategy and will look to enhance Ironman athletes and casual fan relationships with the brand beyond its events and into categories such as apparel and healthy food alternatives.

The partnership will also see G+G represent the Ironkids and Iron Girl brands.

“Ironman is excited to begin working with the team at G+G, who are known for their outside the box thinking, strategic partnerships and tremendous creative capabilities,” says Nathalie Wolderling Bishman, senior director, global licensing, Ironman. “As we continue to expand our brands globally and across product categories, we are looking for new and innovative ways to bring our brands to consumers across all athletic levels.”

Since 1986, Ironman has developed an extensive licensing program that generates more than $500 million annual in global retail sales. Today, the brand is the world’s No. 72 largest licensor, according to License Global’s annual Top 150 Global Licensors report.

“G+G is very excited and honored to have the opportunity to represent and build a strategic licensing program for such an iconic brand and work with the amazing team at Ironman,” says Scott Todd, senior vice president, licensing, Graj + Gustavsen.