Head & Shoulders partners with Tough Mudder to create original content and help participants scrub up

Head & Shoulders will provide competitors with showers after each of the events

Tough Mudder has inked its latest sponsorship agreement after announcing a new deal with Head & Shoulders, initiating a partnership which will see the two work together to create original content.

The Procter & Gamble-owned shampoo brand becomes the official hair care partner for the 2017 season and will work with Tough Mudder to co-create a mini-series which will promote both brands’ marketing around facing challenges with confidence.

In addition to the digital activations, Head & Shoulders will also have a presence at each of the mass participation fitness events. After participants complete the obstacles they will have the opportunity to wash off the mud and perspiration at shower stations equipped with Head & Shoulders.

P&G hair care brand manager Jo Vaughan said: “We see Head & Shoulders’ partnership with Tough Mudder as the perfect platform to engage with bold and brave consumers, in an environment which truly embodies overcoming and facing challenges.

“This campaign will enable us to take consumer engagement to the next level through the partnership and the digital activation that we have planned to support it.”

Tough Mudder’s senior vice president of partnership marketing, Donna Goldsmith, added: “We are excited to enhance the on-site experience for participants by providing the Head & Shoulders Men Ultra products at our rinse stations, allowing Mudders to rinse away the mud from the day while leaving the event with a new sense of personal accomplishment and confidence.”

The partnership with Head & Shoulders is the latest in a number of commercial deals for the events series which also recently announced a sponsorship deal with Lucozade Sport and a media partnership with Sky.

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