Tough Mudder is an endurance event series in which participants attempt 10–12 mile-long obstacle courses that test mental as well as physical strength. It was co-founded by Will Dean, a former British counter-terrorism officer, and Guy Livingstone, a former corporate lawyer. In partnership with Under Armour, co-create a product line to support the strategic growth of the Under Armour brand, and increase awareness of Tough Mudder events.
OBJECTIVE: Rapidly activate around the Tough Mudder fitness trend to assure that athletes receive the product which will help them perform at their best.
KEY RESULT: Campaign activated in 90 days
KEY RESULT: Customized footwear, apparel, and accessories were delivered ahead of schedule.
KEY RESULT: $2M revenue generation in year one.