The 6th Sense

We Are Tough Mudder.

Tough Mudder Launches New Global Brand Campaign: “We Are Tough Mudder”

NEW YORK – (January 11, 2016) – Tough Mudder, the world’s most popular team challenge, has partnered with full-service creative agency Rokkan to unveil a new global brand platform – We Are Tough Mudder. The first campaign under the new platform, #ItsAllBeenTraining, launched this week in the US, Canada, UK, Australia and Germany through online video and social media. The We Are Tough Mudder platform will also include additional global campaigns launching throughout 2016.

Since its 2010 inception, Tough Mudder has hosted more than two million participants at more than 200 events across three continents. Each event tests physical strength, mental grit, and teamwork over a 10-12 mile course packed with 20+ world-class obstacles, ranging from mud pits to ice baths to electric shocks.

Behind the epic challenges and grueling courses, Tough Mudder is a shared social experience that encourages camaraderie and teamwork. Teams formed by friends, old and new, work to conquer personal challenges and exceed their own limits together. The We Are Tough Mudder platform taps into the simple truth that millions of Tough Mudder participants have discovered on site – our most difficult obstacles are best overcome together.

“The We Are Tough Mudder platform is a true reflection of our brand and ethos,” said Jerome Hiquet, CMO of Tough Mudder. “It’s not the challenge that defines us, but the camaraderie bringing us together to complete the course. The helping hand, the lift over a high wall and the constant support of teammates and strangers alike. We’re excited for this campaign to introduce the Tough Mudder experience to those committing to run their first event.”

The first creative campaign under the We Are Tough Mudder banner, #ItsAllBeenTraining includes a new manifesto video for the brand, as well as a series of short videos reflecting back on childhood, when being outside and muddy together with friends was everything needed to conquer the world. Built on consumer insights revealing that many prospective participants feel incapable of training for a Tough Mudder event, the campaign reminds viewers that fearlessness and adventure are in their nature. Through the campaign, Tough Mudder and Rokkan aim to attract hundreds of thousands of new participants.

The next #ItsAllBeenTraining video will be released later in January, with subsequent global campaigns launching throughout the year. With Tough Mudder’s already formidable presence in the mass-participation event arena, Rokkan’s ongoing role will be to help Tough Mudder expand on a global stage, continuing to popularize the event on a global level.

Brian Carley, Chief Creative Officer at Rokkan, finds the Tough Mudder appointment particularly meaningful: “As a Mudder myself, I’m excited to work with the US and global teams. There’s a real opportunity to lean into the community and fun of this challenge that can often be overlooked by people. There are great parallels between the thrilling risks and awe-inspiring obstacles we took on as young kids, and the feeling you get when participating in a Tough Mudder. This campaign aims to bring that to light.”

About Tough Mudder

Founded in 2010 with the launch of the Tough Mudder event series of 10-12 mile military-style obstacle courses, Tough Mudder Inc. has since grown to include Tough Mudder Half, an obstacle challenge bringing the thrills of Tough Mudder to a 5-mile course; Mudderella, an obstacle course series created by women for women; Fruit Shoot Mini Mudder, a custom event for children ages 7-12; and World’s Toughest Mudder, a grueling 24-hour endurance competition. The Tough Mudder family of brands is united by a commitment to promoting courage, personal accomplishment and teamwork through unconventional, life-changing experiences. With more than 2 million participants to date, Tough Mudder Inc. will put on more than 60 events worldwide in 2016. Visit

About Rokkan

Rokkan, a partner for brave change, takes its name from the Japanese word for “the sixth sense,” bringing intuition to research and strategy to help brands create data-driven and highly creative storytelling, social engagement, customer experience and e-commerce. Founded in 2000, Rokkan has grown from a three-person startup into an innovation outlier within the Publicis Groupe. With offices in New York, Chicago and Los Angeles, Rokkan leverages a unique and nimble approach that blends strategy, storytelling, and technology for outstanding results. Clients include American Express, JetBlue Airways, Veuve Clicquot, Samsung, Purina Nestle, and more. Visit

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