Challenge Family Merchandise

Challenge Family / Pop Up Shops / Merchandise / Event Merchandise


CHALLENGEFAMILY and Event Merchandising Limited have today announced a partnership that sees Event Merchandising Limited become the Official Merchandise Partner of all CHALLENGEFAMILY events in Europe through to the end of 2019.

Event Merchandising Limited (EML) is one of Europe and the United Kingdom’s premier event merchandising companies and is a market leader in event merchandising. For over 30 years, EML has provided merchandising and retail experiences at world class events including the London 2012 Olympic Games, 2015 Rugby World Cup England, America’s Cup, Tough Mudder, FIA Formula E and more.

Under the partnership EML will operate the official merchandise store at CHALLENGEFAMILY events in Austria, Denmark, Finland Germany, Iceland, Italy, Ireland, Netherlands, Norway, Poland, Slovakia, Spain and more. EML will also operate a World-class on-line merchandising program in Europe. Both the event stores and European merchandise website will offer a comprehensive range of CHALLENGEFAMILY and event specific merchandise.

“Challenge Family is committed to delivering a world-class experience for all of our athletes and that experience extends to every part of a Challenge Family event, including merchandise. EML ‘s capabilities, expertise and resources are a perfect match for our merchandise objectives,” said Zibi Szlufcik, CEO of Challenge Family.

“Our athletes will welcome the stylish event store installations and new layouts that are designed to provide a heightened level of shopping experience. The initial design concepts and merchandise range that EML has already presented to us are outstanding and we know our athletes and supporters are going to love them.”

The European merchandise range will provide CHALLENGEFAMILY athletes and supporters with a plethora of choice in merchandise that supports their lifestyle and celebrates their accomplishment of finishing a Challenge Family event. The range includes premium quality technical apparel, casual wear, head wear and lifestyle accessories all featuring strong, fashionable designs that will appeal to a broad range of tastes and budgets.

“Event Merchandising is delighted to be partnering with Challenge Family”, says Jeremy Goldsmith. “We are very much looking forward to developing a range of sportswear and accessories for the Challenge Family participant and fans. The collection will be for those who take both their sport and style seriously, we love nothing more than being on-circuit with competitors, their family and supporters of the sport.” 





The CHALLENGEFAMILY series of triathlons features 48 full and half distance races in 27 countries around the world, including the world’s largest long distance triathlon – CHALLENGEROTH in Germany. The birthplace of the CHALLENGEFAMILY, CHALLENGEROTH now features over 5,500 athletes and 220,000 spectators and home to both world records held by Andreas Raelert (GER) and Chrissie Wellington (GBR). Since 2002, races throughout Europe, UK, Australasia, Asia, North America and South America have joined Roth. Together they provide athletes with a new experience of long distance racing with a strong focus on athlete and spectator experience, giving back to the community while respecting the legacy of sport and being committed to its continued growth. For further information on CHALLENGEFAMILY visit


Event Merchandising has been a dominant force in Merchandising for over 30 years. In that time Event Merchandising has broken records, won awards and have been acclaimed for excellence, innovation and service.

We work in partnership with some of the world’s most recognised brands and events including London 2012 Olympic Games, America’s Cup, TNA Impact Wrestling, FIA Formula E, and Tough Mudder, working in stadiums, arenas, theatres and greenfield sites around the globe.