CHICAGO, Ill. (February 3, 2022) – CLOUT, LLC, a Chicago-based marketing, and public relations firm founded by former McDonald’s Corporation senior marketing communications executive, Michon Ellis, announced today that the IRONMAN Foundation®, the charitable organization for endurance sports leader, The IRONMAN Group, has retained the firm as the IRONMAN Foundation’s public relations and diversity outreach agency of record.
For the IRONMAN Foundation, CLOUT will be responsible for PR and community outreach efforts in addition to serving as press liaison for the charity. The agency will focus on the IRONMAN Foundation’s signature community and volunteerism grants programming as well as humanitarian relief initiatives and service projects.
CLOUT will also lead engagements for the IRONMAN Foundation’s diversity initiative, Race For Change™, at the grassroots level. Duties include developing and implementing strategies and tactics, in partnership with leadership from diverse communities, on how to best remove barriers that might prevent Black athletes and other minority groups from participating in triathlon events.
“We are excited to play a lead role in driving the meaningful work being done by the IRONMAN Foundation and also work to welcome more diverse athletes to endurance sports,” said Michon Ellis, founder, and CEO of CLOUT. “We intend to build awareness and support the IRONMAN Foundation’s mission which is to create positive, tangible change in race communities through grant funding and volunteerism.”
“Creating meaningful change in The IRONMAN Group race communities is what drives the IRONMAN Foundation. Our programming was created to support, empower, and uplift our race communities as well as individuals from all backgrounds around the world,” said Audra Tassone-Indeck, Executive Director, IRONMAN Foundation. “Even with the success we’ve experienced to date with our service through sport, it is important that we recognize opportunities to develop further and reach and support more people. We’re pleased to have CLOUT’s strategic counsel and support in implementing key PR and community outreach strategies to successfully achieve our mission of tangible and lasting impact for our race communities.”
Since 2003, over $55,000,000 has been provided through giveback programs led by the IRONMAN Foundation to more than 10,000 local, regional, national, and global nonprofit initiatives. Through programming like Team IMF, Community Fund, Rock This Town®, Your Journey Your Cause®, IRONAID™ and Race For Change™, IRONMAN®, IRONMAN® 70.3® and Rock’ n’ Roll® Running Series participants are powerfully linked to the community, and together help leave a positive legacy behind in race communities long after event day.
Most recently, the Race For Change campaign was launched in 2020 by The IRONMAN Group in partnership with the IRONMAN Foundation. An initial pledge of $1 million was made to support programming that will help ensure equity for athletes in the sport of triathlon and in the communities where IRONMAN® athletes and first-time hopefuls live, train, and race.
ABOUT CLOUT, LLC
CLOUT is a marketing and public relations agency providing strategic marketing communications counsel and turn-key public relations tools as well as tactics that empower companies and brands to grow their bottom line, influence the markets they serve, and protect their corporate reputations.
ABOUT THE IRONMAN FOUNDATION
The IRONMAN Foundation creates positive, tangible change in race communities by engaging athletes and volunteers to participate in programs that demonstrate service through sport and commitment to community. Since 2003, over $55,000,000 has been provided through giveback programs led by the IRONMAN Foundation to more than 10,000 local, regional, national, and global nonprofit initiatives. Through these partnerships, IRONMAN and Rock’ n’ Roll Running Series participants are powerfully linked to the community, and together help leave a positive legacy behind in race communities long after event day. For more information on IRONMAN Foundation programs, including Team IMF, Community Fund, Rock This Town®, Your Journey Your Cause®, and Race For Change™, visit www.ironmanfoundation.org.