Since 2017, Overstim.s has been the sports nutrition partner of the Alpe d’Huez Triathlon. A relationship of mutual trust has grown up between the two entities, and this year they have decided to extend their collaboration by signing a three-year contract (25-26-27).
A passion for sport, Brittany and team spirit: that’s all it took for the destinies of Overstim.s and the Alpe d’Huez Triathlon to come together in 2017. Over the years, the partnership between the sports nutrition brand and the triathlon has gone from strength to strength. To further cement this alliance, the two companies recently signed a three-year contract that sets out a long-term collaboration, as Bruno Hiernard, Director of Overstim.s, confirms: “We are proud to extend our commitment for a further three years with one of France’s most emblematic triathlons. This partnership is made all the stronger by the fact that we share a common identity with the organisation: a family business native from Brittany, driven by authentic sporting values. We’re looking forward to the next three seasons and to proposing new initiatives to further enhance this wonderful adventure!” Cyrille Neveu, director of the Alpe d’Huez Triathlon, is also delighted with this contract, which will extend and intensify the relationship with one of the event’s historic partners. “This partnership fills us with both pride and hope,” says Cyrille Neveu. “Making a three-year commitment means a lot to us, especially as there is an undeniable cultural and emotional link with this French and Breton brand, like myself.”
Sharing a common vision
The two partners share a common objective: to offer triathletes a race experience that combines pleasure and performance. “This collaboration allows us to be as close as possible to triathletes and to meet the demands of long-distance effort with tailored nutritional solutions”, says Bruno Hiernard. Concerned about the success of the athletes, the Breton brand is also involved in the Alpe d’Huez Triathlon, which, thanks to the presence of Overstim.s, offers participants high-quality refreshments. “Overstim.s is a benchmark in sports nutrition, a pioneering company that has left its mark on triathlon and the entire sports sector,” says Cyrille Neveu, who saw the brand evolve as a professional triathlete. “Overstim.s has enabled us to considerably improve the quality of our supply stations. In particular, we improved safety with the Hydrixir Ultra drink in 2024.”
A showcase for both partners
Last year, Overstim.s granted exclusive rights to the Alpe d’Huez Triathlon for the launch of its brand new long-distance performance drink, Hydrixir Ultra. “It provides optimum hydration for our participants, which has reduced the number of emergency interventions during the races. Working with Overstim.s is reassuring”, says Cyrille Neveu. For the sports nutrition brand, the Alpe d’Huez Triathlon is a real data-gathering ground. “We get invaluable feedback that helps us to innovate and improve our products according to the needs of participants, so that we can support them in their activity”, explains Bruno Hiernard. This partnership is a real showcase, both for the Alpe d’Huez Triathlon, which is benefiting from the support of a recognised and historic player in the sporting world, and for Overstim.s, which is promoting its products and image at one of the major events on the calendar. There’s no doubt about it: together, we can go even further!