Merrell Meets Athletes in the Mud - Event Marketer

Merrell Meets Athletes in the Mud

Merrell, the outdoor footwear and apparel brand, as part of its title sponsorship of the Merrell Down & Dirty Mud Run & Obstacle Series, is activating an event footprint on each stop of the series that engages attendees and informs them about the Merrell brand, particularly its new M-Connect product.

The Down & Dirty Mud Run, which launched in May in Miami, on Sept. 29 took place in New York City’s Pelham Bay Park at Orchard Park, then will move on to Atlanta before it concludes on Oct. 27 in Sacramento, CA. Athletes participate in either 5K or 10K courses, including military-like obstacles, mud crawls, log leaps and other challenges. Subaru is the presenting sponsor. Additional sponsors include Larabar, Matchbox, Nesquik and Paul Mitchell.

Merrell’s activation features a Muddy Pics photo station where participants can have their photo taken against a Merrell backdrop, then after the race, tag and share them at Merrell’s Facebook page. Participants also can switch out their shoes for a pair of soft-soled Merrells to wear as they roll around inside gigantic clear rubber Zorb balls. They can enter to win a random drawing that awards $110 in Merrell money, and buy shoes on-site.

“Our sponsorship with the Down & Dirty Mud Run is all about encouraging people to get outside and get active with their family and friends. We’re all about pushing people to do their personal best. Our activation focuses on engaging with these participants and sharing the Merrell product and story with them through our Zorb Try-Course, display area and Muddy Pics,” Lauren Heindl, event coordinator at Merrell, told Buzz. Agency: Moderne Communications, Rockville Centre, New York.


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