• by Amy Corr  @MediaPostOTL, February 10, 2016

Genuine was named digital agency of record for Spartan Race, tasked with enhancing and maximizing its digital reach. The agency's digital campaign will focus on performance driven media strategies, such as paid search, campaign and conversion optimization and new ad platforms. The goal is to increase race registration and merchandise sales in current and future locations, as the race expands its global footprint. "The Spartan Race is exactly the kind of brand we seek to team up with here at Genuine," said Carl Schwartz, vice president of digital media at Genuine. "It's an ambitious brand that actively embraces the rapid pace of change to affect good, and it's the type of challenge that fuels us. The Genuine team is excited to leverage our deep expertise in lead generation and sales-driving strategies for an aspirational and next generation brand like The Spartan Race." Spartan Race spent $1.2 million on measured media in 2014 and $374,000 the first nine months of 2015, per Kantar Media.