Shampoo brand Head & Shoulders has entered into a partnership with the Tough Mudder obstacle course series.
The one-year deal will cover all Tough Mudder events in the 2017 season.
Head & Shoulders will serve as the official haircare partner of Tough Mudder and will provide its products for competitors to use at events.
All Tough Mudder events will also feature a new Head & Shoulders co-branded obstacle in the form of ‘Augustus Gloop’.
In addition, Head & Shoulders will work with Tough Mudder to create a mini-series of digital content aimed at embracing challenges.