Personal care brand Bulldog Skincare has appointed endurance athlete Russ Cook - better known as The Hardest Geezer - as its first ever Head of Endurance.
The appointment marks the start of a new content partnership that will follow Russ as he prepares to take on the Ironman challenge Leeds this August, with Bulldog supporting him throughout the journey.
Cook became the first person to run the entire length of Africa, ran the length of New Zealand and has built a global following through a combination of resilience, honesty and an ability to keep going when most people would stop.
However, for his latest challenge, Cook will need to swim 2.4 miles, cycle 112 miles and run a marathon - all in a single day. As Bulldog’s Head of Endurance, he will document the reality of preparing for the challenge, sharing the setbacks, routines and everyday moments that sit behind endurance performance.
The campaign launches as Bulldog continues its partnership as Official Skincare Products Partner of the Ironman European Triathlon Series, which is now in its second year.
The partnership reflects Bulldog’s belief that “progress is built through consistency rather than quick fixes, whether that’s preparing for an endurance event or building better habits day to day,” it said.
Over the coming months, the new content series will include everything from training sessions and recovery routines to the inevitable moments where things do not go entirely to plan.
The series will also include a competition giving one member of the public the opportunity to join Cook and take on their own challenge.
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’s built a following by showing people what’s possible when you keep turning up and keep putting one foot in front of the other.”
Cook added: “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 mix 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 partnership is already in full swing, with content running throughout the summer as Cook prepares to take on Ironman Leeds on 16 August.
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