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Most marketers wouldn’t want to have their names dragged through the mud.
But not some brands.
After years of prodigious growth, “mudventure” obstacle racing has oozed into the mainstream, with top brands like Reebok, Miller Lite and Advil jumping in. The sport, which barely existed five years ago, fuses strenuous, often punishing and on occasion even death-defying physical activity with team dynamics, social interaction and the meeting of tough challenges head on. And along the way, participants get as filthy as if playing in a pickup football game in a driving rainstorm.
Winning is not the objective here.