Soap & Glory is partnering with Tough Mudder, as the event's first-ever beauty sponsor. The bath & body brand is now the exclusive beauty sponsor for the Tough Mudder North America Challenge events during the 2018 season. 

The sponsorship kicks off this July, with activations at 21 Tough Mudder event days across the United States that will continue through November. The beauty brand will take over the Rinse Stations and Changing Tents -- transforming them into a tropical pink oasis inspired by their newest bath and body fragrance family, Call of Fruity.

Soap & Glory will also unveil a reimagined version of Tough Mudder's muddiest obstacle, Kiss of Mud. This pink-tastic muddy arena will get participants down and dirty just in time for the Call of Fruity-branded Rinse Stations.

Beginning with the Twin Cities Tough Mudder in Minneapolis on July 14-15, Soap & Glory will celebrate female warriors across a multitude of platforms, including Facebook and YouTube, and select broadcast television outlets.

Kristina Amerigo, Senior Brand Manager at Soap & Glory, says, "At Soap & Glory we're all about supporting powerful women doing amazing things, which is why we wanted to partner with Tough Mudder. There is powerful synergy between our target demographic and the women who participate in these events – they are independent, empowered, and on a mission to challenge themselves..."

Jerome Hiquet, chief marketing officer, Tough Mudder, adds, "We are excited to combine the passion of the incredible force of women that represent the Soap & Glory brand with the inspiring Tough Mudder lifestyle and epic event challenges. The partnership brings to life our shared camaraderie and belief in helping each other to achieve the extraordinary. There is genuine beauty in pushing through mud, sweat and personal limits, and we are truly excited to integrate Soap & Glory with legions of courageous female members of Mudder Nation who participate in events across North America."

Follow @SoapAndGloryUSA and #MudAndGlory on Facebook and Instagram. To join the conversation with Tough Mudder, follow @ToughMudder on Twitter and @Tough_Mudder on Instagram and Facebook.

Photo: Instagram/Tough_Mudder