A full-distance IRONMAN® triathlon is one of the toughest single day endurance races, and KWT has an ongoing task of promoting IRONMAN’s mission that “Anything is Possible” by encouraging athletes to participate in the race that includes a 2.4-mile swim, a 112-mile bike ride and a 26.2-mile run. In 2020, KWT was challenged with effectively sharing the most impactful story to date — the journey of Chris Nikic.
Chris is a 21 year old Special Olympics athlete who made history as the first person with Down syndrome to register and complete a full-distance IRONMAN triathlon. He was able to participate in one of the only in-person events within the second half of the year at IRONMAN Florida taking place in Panama City Beach in November 2020. Our team developed a communications program that resulted in multiple key coverage moments both pre and post-event, prompted a shift in brand perception, garnered awareness for Down syndrome, raised funds for the IRONMAN Foundation, and shifted the narrative around IRONMAN from “attainable to some” to “accessible to all.”