ROKA and Lionel Sanders Forge Partnership Rooted in Performance and Purpose

May 9, 2025 • Austin, TX

man training on a track outdoors

Endurance icon joins forces with ROKA and ROKA Multisport as he competes to become the North American Champion at IRONMAN 70.3 St. George this weekend.

ROKA, the home of performance eyewear for the challenge-seekers, alongside ROKA Multisport, the world’s leading triathlon gear and technical apparel brand, have officially partnered with Lionel Sanders, one of the most tenacious competitors in endurance sport. 

Lionel boasts a remarkable career in long course triathlon with over 30 IRONMAN and IRONMAN 70.3 wins alongside a world championship. Sanders will train and compete in ROKA’s industry-leading gear and precision-engineered eyewear.

With a reputation built not only on wins but on relentless work ethic and raw honesty, Sanders has become a cornerstone of the triathlon community. Fresh off his season opening win at IRONMAN 70.3 Oceanside, he is set to race at the iconic IRONMAN 70.3 St. George this weekend where he sets his sights on becoming the North American Champion.

“I’m excited to partner with ROKA and ROKA Multisport — both brands share my relentless drive to push boundaries. The cutting-edge wetsuits and swimskins give me the confidence and speed to chase every second in the water. With ROKA, there are no limits.”

Throughout the season, Sanders will race in ROKA’s full suite of eyewear and performance products, including wetsuits, swimskins, and goggles, all developed with the same engineering rigor that has made ROKA the choice of Olympic medalists and world champions.

lionel sanders crossing the finish line at an ironman event
man training with blue mirrored shield sunglasses on, close up image focused on eyewear

ROKA co-founder Kurt Spenser shared his excitement about the collaboration: "We have admired Lionel for many years. Witnessing his evolution and success at the highest levels of the sport is a testament to his commitment, resilience and belief that there are no limits. We share those values deeply at ROKA and are incredibly honored to welcome him to the team, representing one of the most driven and charismatic ambassadors in the sport." 

As part of the partnership, Sanders will play an active role in field-testing and shaping ROKA’s next generation of eyewear, engineered to withstand the demands of endurance while delivering uncompromising clarity, fit, and function, as well as the fastest performance gear in the triathlon world.”

For more, follow updates at ROKA.com and ROKAMULTISPORT.com.