IMG and Bear Grylls team up for Survival Challenge event series - Licensing.biz

IMG and Bear Grylls team up for Survival Challenge event series

The firm will develop a unique event series which will debut in LA, in April 2018.
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IMG has partnered with TV host Bear Grylls for a unique event series, set to debut in Los Angeles in April 2018, with additional stops in the US and Europe.

Participants will compete on a four mile, off-road journey that will take them through 18 unique survival scenario challenges. The course will run across five distinct environments: apocalyptic highway, cave complex, deserted village, mountain ascent/descent and snake infested swamp.

“I developed this course with one simple principle in mind: being fit is one thing; but the true test of strength is in survival,” said Bear Grylls. “This is a natural progression for endurance sport. Seeking to test not just our physical capabilities, but also our mental agility, resourcefulness and never-say-die spirit in real-life survival situations.”

The event was created in collaboration with Mantis Media, a firm specialising in branding and licensing solutions for top firms.

IMG will gamify the experience, deploying RFID technology and a proprietary algorithm to provide a Bear Grylls Survival Score for each participant immediately upon completing the event. 

BGSC will culminate in a festival featuring music, brand activations, food and beverages, and merchandise - the perfect place for participants to check their Bear Grylls Survival Score and re-live their highlights from the Bear Grylls Survival Challenge experience.

“Working with Bear and his team on the creation of this property has been exciting as it opens up a whole new category of sport in survival,” added James Leitz, senior vice president Action Sports & Mass Participation, IMG. “Together with Bear, we share a very specific vision that will evolve the endurance experience to appeal to everyone including the obstacle course racing fanatic, Weekend Warriors, Bear’s fans and adventure enthusiasts.”

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