Tough Mudder Names Amazon Official Online Retailer In New Partnership
Amazon became Tough Mudder's "official online retailer" after agreeing to a new partnership which will see the two brands "work together to create a dedicated digital storefront and a co-branded miniseries for Amazon's digital platforms," according to Tony Connelly of THE DRUM. Amazon will launch a Tough Mudder online health and personal care resource which will "offer customers training content, workout videos and guides" featuring Tough Mudder’s fitness and active lifestyle experts. Original video content "will play a major role in the partnership," with Tough Mudder debuting exclusive videos on Amazon, giving customers an "insight into the different kinds of obstacles featured in the events." An exclusive weekly miniseries called Coachified will be produced by Tough Mudder and will feature its "official trainer," Kyle Railton (THE DRUM, 5/9).