Hasta La Creative!

As more and more people willingly slither on their bellies in mud beneath barbed wire and dash through fields of live wires, brands like Reebok and Dos Equis are following them onto the courses of competitions designed to test their strength and endurance.

Competitions like Tough Mudder, Spartan Race and CrossFit Games share an emphasis on personal fitness and an attitude that participants should push themselves beyond the comfortable limits of a routine gym workout, and they’re clearly no passing fad.

Tough Mudder, a 10- to 12-mile obstacle course, had 700,000 participants in 2013, up from 460,000 the previous year and counts Dos Equis, Advil, BIC, Under Armour, Wheaties and the U.S. Army as sponsors.

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