Soap & Glory partners with sports and active lifestyle brand Tough Mudder

Beauty brand Soap & Glory has entered a partnership with sports and active lifestyle brand Tough Mudder as its exclusive beauty sponsor for all 2018 challenge events in North America.

Beginning this month, the sponsorship will include 21 Tough Mudder event days, which will continue throughout November.

Tough Mudder’s courses help improve strength, endurance and athleticism through a combination of resistance training, bodyweight moves, dynamic stretching and cardio-focused drills.

Soap & Glory will transform the rinse stations and changing tents at the events with its newest bath and body fragrance family Call of Fruity.

In addition, the beauty brand will launch a reimagined form of Tough Mudder’s obstacle Kiss of Mud.

Tough Mudder chief marketing officer Jerome Hiquet said: “We are excited to combine the passion of the incredible force of women that represent the Soap & Glory brand with the inspiring Tough Mudder lifestyle and epic event challenges.

“The partnership brings to life our shared camaraderie and belief in helping each other to achieve the extraordinary.

“There is genuine beauty in pushing through mud, sweat and personal limits, and we are truly excited to integrate Soap & Glory with legions of courageous female members of Mudder Nation who participate in events across North America.”