Proctor & Gamble owned shampoo brand Head & Shoulders has announced a sponsorship deal with endurance event Tough Mudder to become the official hair care partner for the 2017 season.
Both brands will work together to create a mini-series based on facing challenges with confidence.
Head & Shoulders will also have a presence at each of the Tough Mudder events, with showers offering Head & Shoulders to participants on completion of the race.
Speaking to The Drum, Proctor & Gamble hair care brand manager, Jo Vaughan said: “We see Head & Shoulders’ partnership with Tough Mudder as the perfect platform to engage with bold and brave consumers, in an environment which truly embodies overcoming and facing challenges.
“This campaign will enable us to take consumer engagement to the next level through the partnership and the digital activation that we have planned to support it.”
Tough Mudder’s senior vice president of partnership marketing, Donna Goldsmith, added: “We are excited to enhance the on-site experience for participants by providing the Head & Shoulders Men Ultra products at our rinse stations, allowing Mudders to rinse away the mud from the day while leaving the event with a new sense of personal accomplishment and confidence.”