Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In


Press Releases

The Iron Cowboy Countdown Hits Single Digits

Get access to everything we publish when you sign up for Outside+.

Credit: Goldstein Productions


Denver, CO—40 down, 10 to go. Who thought James Lawrence, better known as the ‘Iron Cowboy,’ would have made it this far? With two Guinness World Records under his belt, including ‘most full-distance triathlons completed in a year’ in 2012, James is on his way to the finish line of an even more extreme journey: 50 full-distance triathlons, in 50 states, in 50 consecutive days. Today, with the help of Rudy Project sunglasses and helmets, James is completing his 40th ultra-distance triathlon in order to raise awareness of childhood obesity. Rudy Project had the pleasure of catching up with James, as his countdown to the finish hits single digits:

Are you bored at all? 

Not at all. It’s minute to minute, and the coolest part is all the amazing people we are meeting.

Sick of any food yet, or of food in general?

Totally. I just want a simple green salad with a fork.

What is the single best thing you’ve experienced so far that you didn’t expect going into this?

The support for my family. They are my biggest concern, and they’ve been supported by a nation.

Single worst?

Lack of sleep and travel. I made a lot of logistical errors.

Who’s the most inspirational person you’ve met on this journey?

My wife continues to inspire me daily.

When you complete this, who’s the first person that you’ll say ‘Told you So!’ to?


What else can you possibly challenge yourself to do once this is over?

Raising a million dollars…I won’t stop till I hit that goal.

How is the Rudy Project equipment helping you?

I crashed in Tennessee and my Rudy Project helmet saved me. Now, the gloves protect my hand that has road rash, and I just love all my glasses.

Credit: Goldstein Productions

 Lawrence began his 50-50-50 expedition in Hawaii on June 6 and, if all goes as planned, will wrap up in his home state of Utah on July 25. You can visit to learn how you can support the movement, track James’ status, and even join him if he has yet to visit your state.

About Rudy Project

Rudy Project designs and manufactures performance-oriented helmets, sunglasses, goggles and Rx/prescription eyewear solutions by applying advanced science, cutting-edge technology and innovative aesthetics. Designed and crafted in Italy since 1985, Rudy Project has grown quickly as a premier brand throughout North America. Rudy helmets were recognized as the #1 most worn aero / time-trial brand at the IRONMAN® World Championships Presented by GoPro™ in Kona, Hawaii for the last four consecutive years, and have been designated the Official Helmet of IRONMAN® for North America. Rudy Project offers unparalleled customer service backed by a Lifetime Replacement Lens Guarantee and an industry-leading three-year frame warranty.

Media Contacts:

Devin Johnson –

Riley Lantz –