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Footwear brand partners with Tough Mudder

November 12, 2015
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Tough Mudder
Tough Mudder events are “hardcore” 10-12-mile obstacle courses designed by British Special Forces to test people’s “all-around strength, stamina, mental grit and camaraderie.” Photo via fb.com

A footwear and apparel brand will be the presenting sponsor of more than 60 global events in 2016, thanks to a partnership with Tough Mudder.

Merrell, a division of Rockford-based Wolverine Worldwide, signed a multi-year contract with Tough Mudder to be the presenting partner for Tough Mudder’s global events.

Events side

Tough Mudder events take place in six countries and draw two-million participants.

Each Tough Mudder event features a course more than 10 miles long, with “world-class” obstacles designed to test both physical and mental strength.

Merrell will also be the presenting partner for Tough Mudder Half, a new five-mile obstacle event being added in 2016.

Tough Mudder Half will launch with nine events presented by Merrell, including six events in the U.S., one in Canada and two in the U.K., with an option for additional expansion in the second half of the year.

Merrell side

As part of the partnership, Merrell will provide finisher T-shirts at each event, featuring Merrell’s M Select WICK technology to combat sweat and dry quickly.

Merrell plans to co-develop gear specifically for Tough Mudder competitors.

The company will introduce the first piece of Tough Mudder-inspired gear, the All Out Crush trailing running shoe, in 2016, with additional items to follow.

“Our co-developed apparel will not only celebrate the accomplishment of becoming a Mudder, but will enhance the participant experience,” said Linda Brunzell, chief marketing officer, Merrell.

Merrell will also enhance the on-site Mudder Village for 2016, which will offer participants the opportunity to engage with each other and spectators as part of Merrell’s new “Do What’s Natural” brand platform.

Will Dean, CEO and co-founder of Tough Mudder, said he’s “incredibly excited” to welcome Merrell as the presenting partner for the company’s global events.

“Tough Mudder is more than an event,” Dean said. “It’s a lifestyle based on teamwork, courage, personal accomplishment and fun, and our partnership with Merrell reflects these shared values.”

Jim Gabel, Merrell president, also noted that the two brands share values.

“Tough Mudder shares our vision of wit and grit, and together, we are committed to inspiring others to overcome obstacles by eliminating barriers to enjoying the outdoors,” Gabel said.

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