Sony has become the ‘official smartphone and SmartWear sponsor’ of Tough Mudder with the Japanese firm set to bring wearable tech to the endurance challenge.
The deal will bring to the fore, the features of the Xperia Z3 smartphone and the fitness capabilities of SmartWear devices, the SmartWatch 3, SmartBand Talk and the Lifelog application.
Sony notes that its waterproofed Xperia Z3 is perfect to accompany athletes on their Tough Mudder journey. As part of the partnership, Sony will also be recruiting fitness enthusiasts to take on the Tough Mudder challenge using Sony’s tech inspired training programme.
Catherine Cherry, Sony Mobile, marketing director North West Europe, said: “Fitness is a key passion point for our consumers and we’re seeing SmartWear and smartphones play an increasingly important role in this space.
“Tough Mudder is a great opportunity for us to not only highlight the industry leading features of our devices, but to use SmartWear to its greatest potential and influence our personal wellbeing.”
Sony will also use its ‘TimeShift Video’ and ‘TimeShift Burst’ camera features to film participants in slow motion during the challenge.