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 IRONMAN Leeds this August, with Bulldog supporting him throughout the journey.
Russ is no stranger to difficult challenges. He 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.
But IRONMAN presents a different challenge.
To complete the event, Russ 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, now in its second year.
Known for its straightforward approach to men’s skincare, Bulldog has built its reputation by helping men look and feel their best through simple routines and effective products. 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.
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 Russ and take on their own challenge.
Jacob Katipa, Brand Manager, Bulldog Skincare said: “What we like about Russ is that, despite some pretty extraordinary achievements, he still feels relatable. He has built a following by showing people what is possible when you keep turning up and keep putting one foot in front of the other.”
“That mindset fits naturally with Bulldog. We have always believed that looking after yourself does not need to be complicated. Whether you’re training for an IRONMAN or just trying to build better habits, it usually comes back to consistency, routine and putting in the work.”
Russ Cook aka The Hardest Geezer and Head of Endurance, Bulldog Skincare said: “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 mixer 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 Russ prepares to take on IRONMAN Leeds on 16 August.
