Obstacle challenge and endurance event brand has appointed Rockpool Licensing.
Is the licensing industry ready for Tough Mudder?
Well, it will have to be, as the popular obstacle challenge and endurance event brand is making the move into consumer products.
Rockpool Licensing has been appointed to drive the programme, and will be looking at opportunities across sporting goods, apparel, publishing and health and fitness initially.
Founded six years ago, two million people have already tackled Tough Mudder courses worldwide. Designed by British Special Forces, the obstacles along the 10-12 mile courses are designed to foster the ultimate in team work and camaraderie.
As well as engendering a huge sense of personal achievement, over $10 million has been raised by participants for charity.
“What I especially love about the brand is that the events aren’t races, they are team efforts where people challenge themselves, but work together to accomplish their goals,” said Vickie O’Malley, md of Rockpool Licensing.
“The opportunities for licensees and promotional partners to tap into Tough Mudder’s values of teamwork, achievement, personal accomplishment and fun are very clear.
“Opportunities across sporting goods, apparel, publishing, health and fitness are just the start. Tough Mudder’s brand identity is so strong that the opportunity for promotional partnerships is very exciting indeed.”
Donna Goldsmith, svp of consumer products and partnership marketing at Tough Mudder, added: “Vickie’s background in the business and connections in the market make her the right partner to represent Tough Mudder. We look forward to her helping Tough Mudder achieve greater consumer products presence in the UK.”
