New content partnership with the ‘Hardest Geezer’
MEN’S skincare brand Bulldog Skincare has announced a new content partnership series with endurance athlete Russ Cook as part of its new sponsorship of IronMan Europe Triathlon Series.
Cook, also known as ‘The Hardest Geezer’, will appear in a range of content in partnership with Bulldog ahead of the athlete taking part in IronMan Leeds this August as Bulldog’s new ‘head of endurance’. As part of the event, Cook will need to swim 2.4 miles, cycle for 112 miles and run a marathon all in the space of a single day.
Speaking on the new partnership, Cook said: “I’ve done a few things that probably sounded like bad ideas when I first mentioned them, and taking on an IronMan is definitely a new sort of challenge for me. Running is obviously familiar territory, but chucking swimming and cycling into the mixer takes me way out of my comfort zone.
“For me that makes it exciting though. It’s a different challenge that’s going to get uncomfortable and I’m looking forward to seeing how I handle it.”
The content is set to document the reality of preparing for this massive challenge through the athlete by giving consumers a glimpse into the everyday moments, routines and setbacks that come with the training for the challenge.
The campaign launches as Bulldog continues its partnership as the Official Skincare Products Partner of IronMan European Triathlon series, which is now into its second year.
Over the coming months, consumers can expect to see a range of content in the new series covering everything from training sessions and recovery routines, to moments of failure to highlight the challenges of preparing for such a task.
Additionally, the series will also include a unique competition that will allow one consumers the chance to join Cook and take on their own challenge with the athlete.
Jacob Katipa, brand manager at Bulldog Skincare, said: “What we like about Russ is that, despite some pretty extraordinary achievements, he still feels relatable. He has built a following by showing people what is possible when you keep turning up and keep putting one foot in front of the other.
“That mindset fits naturally with Bulldog. We have always believed that looking after yourself does not need to be complicated. Whether you’re training for an IronMan or just trying to build better habits, it usually comes back to consistency, routine and putting in the work.”
