Amazon has become Tough Mudder’s ‘official online retailer’ after agreeing to a new partnership which will see the two brands work together to create a dedicated digital storefront and a co-branded miniseries for Amazon’s digital platforms.
Under the terms of the partnership Amazon will launch a Tough Mudder online health and personal care resource which will offer customers training content, workout videos and guides featuring Tough Mudder’s fitness and active lifestyle experts.
The digital shop will have nutrition information and post-training and recovery advice. A curated collection of training products from Tough Mudder’s portfolio of health and wellness partners will also be sold on the store, including bandage partner Nexcare and protein shake and smoothie partner Vega.
Original video content will play a major role in the partnership with Tough Mudder debuting exclusive videos on Amazon, giving customers an insight into the different kinds of obstacles featured in the events.
An exclusive weekly miniseries called Coachified will be produced by Tough Mudder and will feature its ‘official Trainer, Kyle “Coach” Railton. The co-branded series will highlight fitness and wellness experts and sponsored products, focusing on training, nutrition and leading a healthy, active lifestyle.
“We are proud to team up with Amazon to provide engaging, relevant and useful content and products to millions more through this relationship,” said Donna Goldsmith, Tough Mudder, senior vice president of partnership marketing.
Tough Mudder has steadily grown its sponsorship partnerships and has recently added Head and Shoulders and Lucozade Sport to its portfolio, which also includes the likes of Jeep, Trek and Merrell. Growing interest in the brand has led to a several TV deals too, the most recent of which saw Sky Sports become a broadcast partner.