Under Armour Inc has signed a two-year partnership deal with Tough Mudder, the series of gruelling endurance running events in which participants navigate obstacles and run through mud. While terms of the deal were not disclosed, the partnership between the apparel/compression company and race organiser makes Under Armour the ‘official outfitter’ of the Tough Mudder race circuit.
In the 12 months since autumn/fall 2010, Tough Mudder has brought on Bic razors, Clif Bar, Degree antiperspirant, Dos Equis and FRS as sponsors. The latest deal between Under Armour and Tough Mudder is seen as a major win for both parties.
“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.”
“We think [Tough Mudder] is going to become the premier endurance competition in the US,” said Matt Mirchin, Senior Vice President of Global Sports Marketing for Under Armour.
Tough Mudder events are hardcore 10-12 mile obstacle courses designed by British Special Forces to test all around strength, stamina, mental grit and camaraderie. The series organisers base their philosophy on ‘three facts’:
- FACT #1 – Marathons are boring
- FACT #2 – Mudders do not take themselves too seriously
- FACT #3 – You cannot complete a Tough Mudder course alone
With innovative courses, thousands of inspiring participants and more than US$2 million raised for the Wounded Warrior Project, Tough Mudder is billed as ‘the premier adventure challenge series in the world.’
For 2012, the series is growing significantly, including stops across the US and Canada, plus the UK, Australia and Tokyo. The organisers are projecting that 400,000 people will participate in 2012 Tough Mudder events, despite the risks. (All participants have to sign a Death Waiver, which absolves Tough Mudder from any responsibility.)
For Under Armour, the Tough Mudder deal helps expand the apparel brand’s international footprint – in tandem with the international expansion of the Tough Mudder series itself. “This is not only a community, it’s a movement,” Under Armour’s Matt Mirchin added. “We’re a growing brand, they’re a growing brand, it’s just the right thing to do for us.”
Under Armour will reportedly receive branded signage at Tough Mudder events, a branded ‘Under Armour obstacle’ (yet to be designed) and marketing space in the finish-line ‘party zone’. It is also understood that Under Armour will receive naming rights for the 12-13 May Tough Mudder event to be held outside of London as well as an event in Maryland that will occur in the autumn/fall of 2012.
