Merely a week after announcing that he will be giving up representing Bermuda at major games to focus on individual pursuits in triathlon, Tyler Butterfield has signed a deal with Ekoi, the French-based manufacturer of cutting­-edge cycling helmets.

Butterfield joins an exclusive group of world-­class athletes representing the brand, including Frederik van Lierde, the 2013 Ironman world champion from Belgium, Alistair Brownlee, the Olympic, European and Commonwealth champion and his brother Jonathan, who is the world sprint champion and Olympic bronze medal-winner. Ekoi helmets are also used by Team Française Des Jeux.

“I’m excited to partner with such an innovative, respected brand,” Butterfield said. “Not only are Ekoi helmets scientifically engineered to be aerodynamic, lightweight and comfortable, the TT helmets are exceptionally cool-looking.

“Above all else, Ekoi helmets are proven on the racecourse, where it matters most. The company is fantastic to work with so far and I’m looking forward to a great and lasting relationship ahead.”

Jacky Everaerdt, communications manager for Ekoi International, expressed equal enthusiasm about the partnership with Butterfield. “Ekoi is very popular in Europe and we’re working to increase brand awareness on an international scale,” she said. “We look to Tyler as an elite athlete ambassador who will help bring great recognition to our brand through racing at a top level on the world stage, following in the footsteps of Ironman world champion Frederik van Lierde. “We believe Tyler can achieve great success and, as one of the sport’s stronger cyclists and an energetic ambassador for our brand, he will be an ideal addition to the Ekoi team.”

Butterfield will kick off his Ekoi-­clad season with Challenge Dubai on February 27, his first race of 2015 and the first of three competitions in the newly announced Challenge Triple Crown series. He will head to Dubai from his winter training base in Noosa, Australia, then return home to Boulder, Colorado, where he will be joined by wife Nikki and children Savana and Walker.

Butterfield’s focus will then shift to preparation for Ironman Brazil on May 31, potentially incorporating Ironman 70.3 Brazil and Ironman 70.3 St George in the build-up to the full Ironman distance.