The endurance race brand Tough Mudder has just secured a new partnership with the online health and beauty retailer and brand owner The HUT Group.
In a deal brokered by Rockpool Licensing, THG will now develop a range of Tough Mudder branded adult apparel including t-shirts, sweatshirts and hoodies that will launch on its consumers sites Zavvi, I Want One of Those and Probikekit.
Founded in 2010 with the launch of the Tough Mudder obstacle course event series, the brand has become a leading global sports, active lifestyle and media brand with more than three million participants and more than 130 events annually across the globe.
Meanwhile, The Hut Group is fast becoming one of the world’s most influential online retailer organisations and currently operates over 140 websites retailing premium products direct to the consumer across the health and beauty markets.
Florence Digiorgio, senior director of consumer products and partnerships marketing at Tough Mudder, said: “We are excited to partner with THG to bring our customers a quality line of Tough Mudder licensed apparel.
Nicola Thompson of Rockpool Licensing, added: “We are thrilled to be working with THG whose knowledge of the fitness and online retail industry is second to none. We can’t wait for the range to go live and to see both those who take part in Tough Mudder events and those who aspire to be part of the tribe wearing it.”