Sony announces Tough Mudder partnership

Sony Mobile has confirmed it will host activations in its capacity as official smartphone and SmartWear sponsor of endurance race Tough Mudder 2015.

Tough Mudder selects Sony as official sponsor
Tough Mudder selects Sony as official sponsor

The brand will be capturing the race at strategic angles across the course, documenting participants’ Tough Mudder journey from start to finish. Designed to showcase Sony’s product specs, the Xperia Z3 waterproof smartphone will be subjected to icy water and muddy conditions, recording the race using the TimeShift Video and TimeShift Burst features. 

Participants will also be given the opportunity to relive the highs and lows at the official Tough Mudder party – Après Mud – on its Xperia Z3 Tablet Compact. 

As part of the partnership, Sony will be recruiting members of the public to join its own team for the race. Team Sony will use a new, tech-inspired training programme using the brand’s SmartWear devices and Lifelog app to track their progress and monitor their training regimes. 

Catherine Cherry, Sony Mobile’s marketing director for northwest Europe said: "Fitness is a key passion point for our consumers and we’re seeing SmartWear and smartphones play an increasingly important role in this space. 

"Tough Mudder is a great opportunity for us to not only highlight the industry-leading features of our devices, but to use SmartWear to its greatest potential and influence our personal wellbeing." 

Tough Mudder will be hosting events throughout the UK and Ireland from May until September. 

More: Tough Mudder and Britvic partner for Mini Mudder events

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