Sony Electronics has set its sights on the adventure sport market, signing a promotion deal with off-road triathlete Lesley Patterson.
Patterson, who in 2013 has already won three regional off-road triathlons (and was the 2011 and 2012 Xterra off-road champion), will promote products such as Sony’s waterproof Walkman Sports MP3 player as well as the company’s mountable point-of-view Action Cam video camera.
“Lesley Paterson is the perfect fit for our outdoor and sports/fitness strategy with her passion for the sport of triathlon,” said Kerri Fox-Metoyer, vice president of Strategic Partnerships, in a statement. “She is the voice for casual fitness enthusiasts to hard-core triathletes and we are fortunate to have her on board.”
Patterson will also use Sony’s Xperia Z smartphone to communicate with fans and consumers about her training regimen. She’ll use the phone to build content for Xperia Lounge, which also houses content from Sony’s other partners and sponsors.
“After finding the sport that truly suited my strengths and reinvigorated my love of all things swimming, biking and running, I found that Sony’s water-proof Walkman and Action Cam help motivate me during my training,” Paterson said in a release. “For many people, music is vital to enable a vigorous workout and having the ability to capture video enables me to share my training methods with my fans.”