• by Tanya Gazdik , July 13, 2018

Tough Mudder participants tend to get a bit muddy, so the obstacle course race’s latest partner, Soap & Glory, will have its work cut out for it. 

The leading British beauty brand will become the first-ever exclusive beauty sponsor for all 2018 Tough Mudder North America Challenge events. Soap & Glory will take over the rinse stations and changing tents onsite at races and transform them into tropical pink oases inspired by their newest bath and body fragrance family, Call of Fruity. Soap & Glory will also unveil a reimagined version of Tough Mudder’s muddiest obstacle, Kiss of Mud.

The sponsorship kicks off with the Twin Cities Tough Mudder in Minneapolis on July 14-15 and continues with 20 additional Tough Mudder event days nationwide that continue through November. Soap & Glory will celebrate female warriors across a multitude of platforms, including Facebook and YouTube, using the hashtag #MudandGlory, and select broadcast television outlets.

The company’s goal is to “inspire women across the country to feel, look and act with kickass femininity,” says Kristina Amerigo, senior brand manager at Soap & Glory.

“There is powerful synergy between our target demographic and the women who participate in these events. They are independent, empowered, and on a mission to challenge themselves to be the best they can be,” America says in a release.

Tough Mudder’s young, rapidly expanding audience overlaps Soap & Glory's demographic of empowered women nationwide—making Soap & Glory a prime partner for Tough Mudder’s 2018 season, says Jerome Hiquet, chief marketing officer, Tough Mudder.

“The partnership brings to life our shared camaraderie and belief in helping each other to achieve the extraordinary,”  Hiquet says in a release. “There is genuine beauty in pushing through mud, sweat and personal limits.”