Sony wants you to know that their phones are tough. How tough? How about being water- and dustproof (IP65 and IP68) enough to withstand Tough Mudder? For those unaware, Tough Mudder is a 10-12 mile team obstacle course that tests your physical and mental strength. But there are likely few words I can use to truly describe how epic of a task this is. That’s why after the jump, a highlight video of Tough Mudder awaits you and we’ll discuss what exactly Sony’s sponsorship of Tough Mudder means for the company.

As you can tell from the video above, Tough Mudder is…well, tough. Not designed for the average human and certainly not designed for your typical electronics. With its sponsorship of the event, Sony will be showing off the Xperia Z3, SmartWatch 3 (read our review here), and the SmartBand Talk. The devices will be placed throughout the course and show how participants are doing in the competition. Sony is no stranger to using events to show off their products.

Just late last year, Sony created its own underwater store for 3 days to show off its waterproof lineup of mobile devices in the Xperia Aquatech stores.

Discuss:

Do you think sponsorships like the above work?

[Via ToughMudder]