Under Armour To Create New Tough Mudder Training Program
Tough Mudder and Under Armour today announced a multi-year partnership that will start in January 2012. The global partnership designates Under Armour as the “Official Outfitter” the 35-event worldwide Tough Mudder series and title sponsor of events in London and Maryland. The Tough Mudder powered by Under Armour events will take place in London, May 12-13, and in Fall 2012 in Maryland.
Under Armour and Tough Mudder will design a new obstacle that will be incorporated into all the 2012 events. In addition, with the help of Under Armour’s training specialists, Tough Mudder will develop a custom training program to prepare future participants. The program will be available through the Web sites and Facebook pages of each brand.
“Tough Mudder is excited to partner with Under Armour, a brand that is the epitome of ‘tough,’” said Will Dean, CEO and Co-Founder of Tough Mudder LLC. “We believe this is a perfect partnership between the two brands, aligning the ultimate performance apparel with one of the most recognized, award-winning endurance series in the world.”
Co-branded Under Armour-developed products will be available beginning next month. The products will be geared to perform through the elements and physical challenges that Tough Mudder participants face. The co-branded apparel and in-line footwear, apparel and accessories will be available on ua.com/toughmudder, toughmudder.com and onsite at events. All participants will receive a co-branded T-shirt, and finishers will be awarded a new headband with Under Armour and Tough Mudder logos.
“It is Under Armour’s mission to make all athletes better, and Tough Mudder attracts tough athletes from all walks of life,” said Matt Mirchin, Senior Vice President, Global Sports Marketing, Under Armour. “As training and performance leaders, we look forward to helping participants maximize their results through our innovative apparel, footwear and training programs.”