The Tough Mudder obstacle course series has entered into a partnership with e-commerce and media company Amazon.
The deal names Amazon as the official online retailer for Tough Mudder events during the 2017 season. Under the agreement, the two parties will launch an online health and personal care resource.
The partnership will result in Tough Mudder producing health, training and wellness content, while an Amazon.com/ToughMudder storefront will be created. Amazon will also benefit from on-site brand exposure during Tough Mudder events in North America.
The collaborative site will provide Amazon customers with training content, workout videos and fitness guides, as well as nutrition information and post-training and recovery content. Three exclusive videos will debut on the site for customers.
A collection of products will be integrated into the storefront to aid competitors’ training regimes, fitness and recovery. Tough Mudder’s health and wellness partners will be among those whose products are featured on the site.
New partners that will work with Tough Mudder in 2017 include Aflac, For Goodness Shakes, Lucozade Sport, Head & Shoulders, Trek and L’Oréal Men Expert.
Tough Mudder content will also be promoted across Amazon’s channels. A weekly ‘Coachified’ mini series will be produced by Tough Mudder and will feature its official trainer Kyle Railton.