Tough Mudder, its organizers report, is "an endurance event series in which participants attempt 10–12-mile-long military-style obstacle courses – the most insane race around, created to disrupt the sports industry and the ultimate race to determine the fittest, fastest athletes in the world."
But to delegates at the Association of National Advertisers' (ANA) 2017 Brand Activation Conference, Tough Mudder's appeal as the ideal content package for social media was every bit as impressive.
The vision for the competition was not, as appearances would suggest, to create a vehicle for millennials to have as much fun as they can with at...