Founded in 2011 by sports industry leader Dean Jackson, HUUB is a premium apparel brand driven by an obsessive focus on performance and innovation. Originating in the swimwear and triathlon categories, HUUB now embraces all endurance sports, most recently the cycle clothing space. HUUB products adopt the latest scientific research alongside continuous athlete feedback. In 2013, serial Olympic medal winners Alistair and Jonathan Brownlee became brand ambassadors and the following year saw HUUB wetsuits become first out of the water more than any other brand at ITU World Triathlon Series races. HUUB’s other British triathletes include world champion Georgia Taylor-Brown, 2017 European champion Jess Learmonth and Rio 2016 Paralympian George Peasgood. HUUB also supports Ironman champions, British track cycling team HUUB Wattbike, Ribble Pro Cycling - the UK's number one ranked team, and has built enduring relationships with high profile individuals such as Professor Greg Whyte OBE and chef Gordon Ramsay.