Extreme obstacle races like the Tough Mudder and Spartan Race are continuing to appeal to Millennial participants, who are showing they might prefer them to traditional marathons thanks to their mix of teamwork and controlled danger. Advertisers are seeing a benefit in participating as well: Reebok “attributes its 11 percent increase in sales” to its sponsorship of Spartan and appeal to Millennial racers. (Biz Journals)
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