Amazon Prime Video

To promote the worldwide launch of The World’s Toughest Race on Amazon Prime Video, we created a series of consumer challenges to engage viewers and build a hype around the show.

The concept of the challenge was to pair 3 fitness influencers to share their skills with one another: a skill swap. The challenge was made up of three components: the introduction round in which each pair got to know one another and shared their training plans, the practice phase, and the final verdict in which they showcased the skill they had mastered. The content the athletes created was then split into three assets that rolled out weekly on the Prime Video Sports channel, as well as the influencer’s own channels.