Press Releases

Popeye is One Tough Mudder Down Under

Popeye the Sailorman continues to prove spinach is the key to brand staying power. Since his first appearance back in 1929 Popeye the Sailorman has gone from muscle strength to muscle strength and evolved into a pop culture icon.

And now the reluctant hero is about to become one Tough Mudder, teaming up with the world’s best mud run to ‘get strong’ and ‘be strong to the finish.’ Popeye the Sailorman branding will pop up at flagship Australian Tough Mudder events this month and in November through a deal via Merchantwise Licensing, the Australian agent for Popeye proprietor King Features. More than 20,000 participants will be met in the mud by Popeye the Sailorman in Melbourne and Sydney via a three-month, health-focused integrated campaign across online, including a dedicated training microsite, obstacle course branding, social media platforms, event day and digital activations. The Melbourne event will take place across the weekend of October 28 and 29 and Sydney will kick off just under a month later on the weekend of November 18 and 19 2017. In addition to the integrated campaign, exclusive Tough Mudder by Popeye the Sailorman t-shirts will be available.

“We are super excited to see Popeye the Sailorman team up with Tough Mudder and inspire Australians to get strong and be strong to the finish. The two brands are the perfect fit in celebrating a healthy and inspirational lifestyle. We are incredibly proud of the integrated campaign we have implemented to ensure maximum brand exposure for our favourite sailorman and, it goes without saying, expect to see him pop up across new fashion, wellness and sports partners over the next few months,” said Merchantwise Managing Director, Alan Schauder.

For more information or to register for Tough Mudder in Melbourne and Sydney visit: