Dial® for Men Gets Dirty with Spartan Race Partnership

Dial for Men body wash is the presenting partner of 2012 US Spartan Races

PITTSFIELD, Vt.--(BUSINESS WIRE)--Dial® for Men, the personal care brand that encourages men to get their dirt on, is the presenting partner of the 2012 Spartan Race series. Spartan Race, the global leader in Obstacle Racing since 2005, hosts obstacle course races through mud and trails to test one’s resilience, strength, stamina, and quick decision-making skills. Dial for Men brand will sponsor all 38 US Races which kick-off January 28 in Temecula, CA.

“Get Your Dirt On. We’ll Get It Off.™”

Dial for Men products will be available for Spartan Race participants after their quest for mud, muck, and glory is complete. Spartan warriors will be supplied Dial for Men body wash at the shower stations to wash away the toils of the course and get back to clean.

In early Q1 2012, Dial for Men brand is launching the first form-change innovation to hit the US Soap aisle in over 20 years: Dial for Men Speed Foam™. Dial for Men Speed Foam is a new type of full body cleanser, different than anything else available. Dispensed from a unique self-propelling aluminum bottle, its quick gel-to-foam formula requires only a small quarter-sized shot for both total body coverage and maximum cleaning ability with no fuss or need of a washcloth or loofah.

“Dial for Men Speed Foam body wash was developed for the guy who likes to work hard and play hard,” said Janell Holas, Senior Brand Manager, “just like the athletes competing at Spartan Races who are out there playing hard on the course. Dial for Men Speed Foam™ body wash offers a faster, easier, 'get in and get out' showering experience so all guys can spend less time in the shower and more time getting dirty.”

Dial for Men

Dial for Men brand celebrates the fun part of why men use body wash – getting dirty. The brand connects with men by encouraging them to get their dirt on. After all, dirt is a badge of honor, and the sign of a job well done or a game well played. Dial for Men’s brand tagline promises, “Get Your Dirt On. We’ll Get It Off.™”

About Henkel

Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Cosmetics/Toiletries, and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 48,000 people and reported sales of $20.07 billion and adjusted operating profit of $2.27 billion in fiscal 2010. Henkel’s preferred shares are listed in the German stock index DAX and the company ranks among the Fortune Global 500.

About Spartan Race

Spartan Race is an international obstacle racing series with three levels of courses: three-mile Sprints with roughly a dozen obstacles; eight-mile Super Spartan with 15 or more obstacles; and 10- to 12-mile Beast Races. The Spartan Death Race, held in Pittsfield, VT is an annual event that inspired the obstacle racing series and is reserved for the most extreme competitors. Spartan racers may compete as individuals or teams. The series is the brainchild of Joe Desena of Pittsfield, Vt. and seven extreme athletes and a royal Marine and the only obstacle race on the planet with global rankings and a world championship.

Spartan Races are held in each region of the U.S. starting with a Sprint and working up to a Beast. The World Championship Beast will be held annually in Vermont starting in 2012. Courses are muddy, creative and extreme – uniquely designed to exhaust and exhilarate as well as test competitors’ strength, stamina, mental and emotional fitness and sense of humor. Go to http://www.spartanrace.com/ for more information, a schedule of events or to register for a Spartan Race. For videos, please visit www.spartanrace.tv.