Inspired by the brand’s military heritage, we designed an obstacle course featuring four physical challenges, with the support of two fitness influencers. Thousands of people took part, pushed their limits, had fun. And yes, they broke a sweat. An intense challenge, but also a massive success: 1,000 circuits completed, 20,000 bars sampled, 5,000 giveaways distributed, and 130,000 total attendees.