VJ Shoes USA, the North American distributor for Finland-based VJ Sport, has signed as Tough Mudder’s official North American shoe partner and the first participating brand in the Tough Mudder Incubator program.
The Tough Mudder Incubator “will scour the world to find the best mud-tested, Mudder-approved products to bring to Mudder Nation.” With a special focus on sustainable, start-up, small businesses that otherwise wouldn’t be able to approach a partnership with a major global sports property, the Tough Mudder Incubator will introduce brands to relevant retail locations and provide assets to help drive sales. Additionally, Tough Mudder will leverage its global ambassador network to test, vet and promote new products.
“This is the beginning of a very unique and powerful program – not only for Tough Mudder, but for the brands that will participate in the Tough Mudder Incubator,” said Kyle McLaughlin, president of Tough Mudder, Inc. “VJ Shoes USA is a perfect partner for the program and we’re thrilled to help introduce its lightweight line of footwear to the North American market.”
Founded in Finland in 1981, VJ Sport shoes offer’s fast and lightweight shoes for a variety of sports and activities. VJ shoes made their debut in North America in January 2019.
“We couldn’t be more excited to participate in the Tough Mudder Incubator,” said Matt Gorski, North American Distributor, VJ Shoes USA. “VJ has designed some of the best footwear for obstacle course racing, trail running, orienteering and more for nearly 40 years. VJ shoes have been on the feet of multiple World Champions, including Jon Albon, 2018 European and World Tougher Mudder Champion. We’re thrilled to use Tough Mudder’s prowess to help introduce VJ shoes to the North American Market.”