Fabletics is partnering with global sports and active lifestyle brand Tough Mudder to offer its activewear to the more than 6 million members of the Tough Mudder community, through a series of retail pop-up shops, custom apparel and experiential offerings.
As the “official active lifestyle partner” of Tough Mudder, Fabletics will bring custom apparel to Tough Mudder events through on-site pop-up shops. Fabletics plans to participate in several events for the 2021 and 2022 Tough Mudder seasons, including exclusive on-site experiences curated for participants. The first Fabletics pop-up will kick off the weekend of June 19, 2021 in Michigan and will extend through 2022.
Founded in 2010 with the launch of the Tough Mudder obstacle course event series, the brand 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 Adam Goldenberg, CEO for Fabletics in a statement. “Teaming up with an organization dedicated to health, wellness and fitness aligns perfectly with Fabletics’ ongoing commitment to create a fully integrated health and wellness experience. We look forward to collaborating with this passionate community on the course to bring the Fabletics experience to Mudder Nation.”
This partnership follows Fabletics’ expansion of its offerings into fitness. Early in 2021, the brand launched Fabletics FIT, a new app with hundreds of on-demand workouts, meditations and more. The brand also recently announced its plans to open 24 new store locations across the U.S. in 2021, many of which will feature fitness experiences powered by Fabletics’ exclusive partnership with Hydrow, an at-home rower with live and on-demand athlete-led workouts.