Popular obstacle challenge, Tough Mudder is making a vault into licensing, having appointed Rockpool as its UK licensing agent.
Designed by British Special Forces, Tough Mudder boasts a network of 10 to 12 mile courses across the globe.
To date, over two million people have tackled the Tough Mudder courses, raising more than $10 million for charity in the process.
Working with Rockpool Licensing, the group is now looking to secure new partnerships to echo the values of teamwork, personal achievement and accomplishment championed by the endurance course.
Vickie O’Malley, MD of Rockpool Licensing, said: “I first became aware of Tough Mudder through friends, both inside and outside the industry, who have participated and raved about the experience.
“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.
“The opportunities for licensees and promotional partners to tap into Tough Muddder’s values of teamwork, achievement and 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.”