Popeye the Sailorman is about to become one Tough Mudder, becoming the face of the global event’s Australian challenge throughout November.
The result of a partnership with Merchantwise Licensing, more than 20,000 participants in this year’s Australian Tough Mudder will be met in the mud by Popeye thanks to a three month health focused campaign.
The campaign will cross online through ha dedicated training microsite, obstacle course branding, social media platforms and event day and digital activations.
Popeye will feature across both the Melbourne and Sydney event where exclusive Tough Mudder by Popeye the Sailorman tshirts will be available.
“We are super excited to see Popeye the Sailorman team up with Tough Mudder and inspire Australians to get strong and be strong to the finish,” said Merchantwise managing director, Alan Schauder.
“The two brands are the perfect fit in celebrating a healthy and inspirational lifestyle. We are incredibly proud of the integrated campaign we have implemented to ensure maximum brand exposure for our favourite sailorman and, it goes without saying, expect to see him pop up across new fashion, wellness and sports partners over the next few months.”