Project: GORUCK – Building Brand Awareness in the UK

When a US-based, military-inspired outdoor rucking and fitness brand set its sights on the UK, they needed a partner who could create something authentic, high-impact, and unforgettable. 

Superhuman Group stepped in to design and deliver an entirely new event series — one that puts GORUCK products directly into the hands of their ideal audience, build’s brand credibility, and inspires people to get moving outdoors.

The result? A thriving nationwide event platform that’s redefining rucking in the UK.

SERVICES WE PROVIDED

Event Creation & Delivery · Event Marketing · Media & Content Production · Brand Marketing · Brand Activation

CLIENT FEEDBACK

“Wonderful to work with. We're thankful for the clear and consistent communication. Never once have I wondered, 'what happens next?' The support, media coverage, and activation have been incredible.”

— Kevin Bolan, GORUCK USA

The Brief

GORUCK, founded by former US Special Forces Jason McCarthy, is an internationally recognised brand producing rugged rucking backpacks, apparel, and training gear. Their challenge? To break into the UK market in a way that was more than just a sales push —it needed to be immersive, community-led, and credible.

The goals were clear:

• Build brand awarenessin the UK among outdoor and fitness audiences
• Put GORUCK products directly into the hands of target consumers
• Strengthen brand credibility and trustthrough authentic experiences
• Drive participation in outdoor activity while showcasing product durability and performance

The Solution

Creating the GORUCK Epic Series

We built an entirely new live event concept from the ground up — The Epic Series – Sponsored by GORUCK— designed specifically to introduce and embed the brand into the UK fitness and outdoor community.

This first-of-its-kind UK rucking event series features three unique locations in 2025, each chosen for a distinct terrain challenge:

• Trail routes that push endurance and agility
• Mountain courses testing strength and stamina
• Beach-front routes blending soft sand resistance with coastal beauty

Every participant takes on these routes with a GORUCK rucksack on their back — making the product an integral part of the experience, not just an accessory.

End-to-End Event Ownership

Superhuman Group manages the Epic Series from concept to execution, including:

• Brand positioning and event marketing strategy
• Site permissions, risk assessments, and route planning
• Event logistics, infrastructure, and staffing
• Live event delivery and participant experience management

Immersive Product Experience & Brand Storytelling

By embedding GORUCK gear into the event challenge, participants experience the quality, comfort, and durability of the products first-hand. This approach turns each competitor into a brand advocate through lived experience rather than passive exposure.

Our media team captures high-quality photography and video throughout the series — not just documenting the races, but telling the human storiesbehind them. These assets feed into:

• Social media campaigns
• Brand ambassador content
• Ongoing digital advertising
• GORUCK’s own global marketing channels

Content & Community Growth

We continue to deliver a year-round stream of digital and social content to keep the UK GORUCK community engaged, growing, and ready for the next challenge.

The Outcome

✅ Successful launch of the first UK-based GORUCK-branded event series
✅ Direct, hands-on product experiences for hundreds of target consumers
✅ Ongoing production of high-quality promotional and storytelling content
✅ Integrated multi-channel marketing campaigns before, during, and after events
✅ Strong post-event consumer engagement and product feedback loops