Fabletics has been named the official active lifestyle partner of Tough Mudder. As part of the strategic partnership running through 2022, Fabletics will offer its activewear to the more than 6 million members of the Tough Mudder community.
Activation of the partnership will be through a series of retail pop-up shops, custom apparel and experiential offerings.
Founded in 2013, Fabletics has a ‘fashion-house approach in the activewear space… by fusing style-centric designs with high-performance technology.’ The brand has a VIP membership program serving over 2 million members.
As a part of its new partnership with Tough Mudder, Fabletics will bring custom apparel to Tough Mudder events. Via onsite pop-up shops, Fabletics plans to participate in several events for the 2021 and 2022 Tough Mudder seasons, which will also include exclusive onsite experiences curated for participants.
“This exciting partnership will allow Fabletics to engage a brand new community, one built on teamwork and overcoming obstacles,” said Fabletics CEO Adam Goldenberg.
“Teaming up with an organization dedicated to health, wellness and fitness aligns perfectly with Fabletics’ ongoing commitment to create a fully integrated health and wellness experience. We look forward to collaborating with this passionate community on the course to bring the Fabletics experience to Mudder Nation.”
Tough Mudder CEO Kyle McLaughlin said “Fabletics and Tough Mudder are truly a perfect fit. As two brands who are committed to getting people moving, celebrating diversity and making fitness and fashion accessible and inclusive, we’re excited about our future together.”
Fabletics has recently expanded its portfolio. Early in 2021, the brand launched Fabletics FIT, a new app with hundreds of on-demand workouts and meditations. The brand also recently announced it plans to open 24 new store locations across the US in 2021 as part of a retail expansion strategy, many of which feature fitness experiences powered by Fabletics’ exclusive partnership with Hydrow, the at-home rower with live and on-demand athlete-led workouts.
Now owned by Spartan, Tough Mudder is a leading global sports and active lifestyle brand. With more than 6 million participants, the company hosts more than 130 challenges and endurance events annually in 19 countries. This year, the North American Tough Mudder event series will feature more than 125,000 participants, and more than 20 event weekends across the continent.
www.fabletics.com
www.toughmudder.com
