Sony Looking to Prove Durability with Tough Mudder Partnership

Various devices boast about toughness, water resistance and qualities of similar ilk. As Amazon’s most recent Fire commercial demonstrates, a device’s overall ability to work under circumstances — extreme and every day — remain important bullet points. Sony is willing to put its money where its mouth is, as they partnered up with the Tough Mudder (TM) organization to record and track various events this year. The devices being used will be Sony’s Xperia Z3, Z3 tablet compact and Smartwatch 3.

From the Samsung S4 and S4 Active in 2013 and their S5 last year to the Kyocera Brigadier and HTC Desire Eye, water resistance in mobile devices is nothing new. HTC offers Uh-Oh Protection, where events such as cracked screens and water damage are covered up to one year after purchase. Similarly there is no shortage of water and sweat resistant smartwatches or fitness trackers, though again, few have been put through the paces of an event like the Tough Mudder. In addition to various participants utilizing the Sony gear, a sponsored team will also be running the course while being subject to all manners of dirt, water, dust and any combination of the three.

According to the Tough Mudder website, 1.3 million people have participated in various events over the years and each race averages between 10 and 15 thousand people. The advertising reach for Sony shouldn’t be understated, but that is presuming their devices work as advertised. Sony claims each of the three are IP 68 certified, meaning they can submerged in nearly five feet of fresh — not salt — water for up to 30 minutes without any negative effects. With multiple TM events involving water, such as the Mud Mile and the Underwater Tunnels, Sony is betting that this publicity and their sponsorship paint the company in good light. Samsung faced public backlash when it was discovered in 2013 that the S4 and S4 Active did not have moisture damage covered in the one-year limited warranty despite being so famously advertised by having a camera mode specifically for taking pictures underwater. The next Tough Mudder event is scheduled for this coming weekend in Los Angeles with five more races throughout the year. It’s only a matter of time before Sony’s products get put through the wringer, just like the people who run in the events.

(Header image via Facebook)