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SBJ/December 5-11, 2011/Marketing and Sponsorship
Under Armour signs deal with Tough Mudder
Published December 5, 2011, Page 15
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|The two-year-old series of races sends competitors into water and under barbed wire.
Founded in the fall of 2009 by a Harvard MBA student, Tough Mudder sends runners on a 12-mile course that features freezing water, barbed wire, a fire pit and live electric wires, among other obstacles. Last year, the series attracted approximately 150,000 participants. For 2012, the series has grown to 32 events, including stops in Squaw Valley, Calif.; Sydney, Australia; and Tokyo.
Since the fall of 2010, Tough Mudder has brought on Dos Equis, Clif Bar, FRS, Degree antiperspirant and Bic razors as sponsors.
“One of the most frequent questions we get asked is, ‘What should I wear?’” said Alex Patterson, Tough Mudder’s chief marketing officer. “Under Armour is synonymous with being hard-core and tough, and that’s what we think Tough Mudder is in the events space.”
|Tough Mudder becomes Under Armour’s first event sponsorship in endurance racing.
Finishers at all Tough Mudder events will receive an event-branded Under Armour performance shirt and headband. Under Armour also will sell Tough Mudder-branded apparel — including its new coldblack line of temperature-reducing active wear — online as well as at Tough Mudder events. The apparel will not be available at retailers nor in Under Armour’s stores.
The series and apparel maker also will launch a co-branded training program for the events in 2012. The details of that program have not been decided.
Dan Weinberg, sponsorship director for Tough Mudder, said the series was in discussions with Reebok as well as Under Armour for the category. “It’s hugely important and will help with the credibility factor,” Weinberg said.