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Fabletics Partners With Tough Mudder

The high performance fashion company Fabletics has been named the official active lifestyle partner with the fitness training and event phenomenon Tough Mudder.

For those who haven’t seen a Tough Mudder event, the company specializes in staging fitness obstacle challenges (usually involving a lot of mud!) and providing training programs for people who want to take part or just get into the best shape of their lives.

Competitors scramble up rope ladders in a 2019 Tough Mudder competition.

Fabletics announced it has been named the official active lifestyle partner of Tough Mudder. Craft Sportswear in April entered into a multi-year global partnership to become its Official Performance Apparel and Footwear of the series. Previously, Merrell was its footwear sponsor, and Alanic was its apparel partner.

As part of the strategic partnership through 2022, Fabletics will offer its activewear to the more than six million members of the Tough Mudder community through retail pop-up shops, custom apparel and experiential offerings.

Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder hosts more than 130 challenges and endurance events annually in 19 countries. This year, the North American Tough Mudder event series will feature more than 125,000 participants and more than 20 event weekends across the continent.

“This exciting partnership will allow Fabletics to engage a brand new community, one built on teamwork and overcoming obstacles,” said Fabletics CEO Adam Goldenberg. “Teaming up with an organization dedicated to health, wellness and fitness align perfectly with Fabletics’ ongoing commitment to creating a fully integrated health and wellness experience,”

This partnership comes as Fabletics has expanded deeper into fitness, says Goldenberg. Early in 2021, the brand launched Fabletics FIT, a new app with on-demand workouts and meditations. The brand also announced its plans to open 24 new stores in the U.S. in 2021 as part of the brand’s retail expansion strategy, many of which will feature its partnership with Hydrow, the at-home rower.

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