The gruelling hell that is Tough Mudder has recruited outdoor apparel brand Merrell as a presenting partner for global events from 2016.

The multi-year partnership will see Merrell’s commitment to bringing outdoor experiences new audiences matched up with more than two million active-wearing people who participate in Tough Mudder events.

“At Merrell, we believe that hard elements shouldn’t harden your spirit, that they should be enjoyed, not defeated,” RCG Brands executive director Ted Bladock said.

“Tough Mudder shares our vision of wit and grit, and together we are committed to inspiring others to overcome obstacles by eliminating barriers to enjoying the outdoors.”

“Wearing Merrell tells the world you love the outdoors,” Merrell chief marketing officer Linda Brunzell said.

“Our co-developed apparel will not only celebrate the accomplishment of becoming a Mudder, but will enhance the participant experience.”

Tough Mudder Inc. co-founder and CEO Will Dean said the partnership was born out of shared values.

“Tough Mudder is more than an event – it’s a lifestyle based on teamwork, courage, personal accomplishment, and fun, and our partnership with Merrell reflects these shared values. Together we will continue to innovate and improve the event in 2016, and help inspire a new community of Mudders,” he said.

In 2016, Merrell will present 60 plus Tough Mudder events in six countries. Each event features a 10 plus-mile course with world-class obstacles designed to test both physical and mental strength.

Courses will include new and updated obstacles developed by Tough Mudder’s Obstacle Innovation Team with features designed to test Merrell’s trail and outdoor gear.

The marriage will also see the two brands establish touchpoints such as finisher shirts, on-site presence to engage participants and spectators in Merrell’s ‘Do What’s Natural’ brand platform and a truckload of gear specially designed to reflect the outdoors.