Soap & Glory has executed a deal to become the first ever exclusive beauty sponsor for all 2018 Tough Mudder North America Challenge events. The sponsorship kicks off this month with activations at more than 25 Tough Mudder events across the US that will continue through November.

The beauty brand will take over the shower and locker rooms and transform them into a tropical pink oasis 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. This pink- tastic muddy arena will get participants down and dirty just in time for the Call of Fruity-branded showers.

At the Twin Cities Tough Mudder race in Minneapolis this weekend, Soap & Glory began its celebration of female warriors across a multitude of platforms, including Facebook and YouTube, and select broadcast television outlets.

The Tough Mudder challenge course pushes participants to their limits and unleashes their inner “GLORY-IOR” by increasing strength, endurance and athleticism through a combination of resistance training, bodyweight moves, dynamic stretching and cardio-focused drills. Through this partnership, it is Soap & Glory’s goal to inspire women across the country to feel, look and act with kickass femininity.

“At Soap & Glory we’re all about supporting kick-ass women doing amazing things, which is why we wanted to partner with Tough Mudder,” said Kristina Amerigo, senior brand manager at Soap & Glory. “There is powerful synergy between our target demographic and the women who participate in these races – they are independent, empowered, and on a mission to challenge themselves to be the best they can be! Tough Mudder is an incredible physical challenge that gets people muddy and sweaty... which presents the perfect opportunity for Soap & Glory to clean them up using our NEW scent-sational Call of Fruity body care range.”