BOSTON, MA--(Marketwired - Jan 26, 2016) - Genuine, a full-service digital-first agency, announced it has been tapped by the hugely popular obstacle-race-turned-lifestyle brand Spartan Race to enhance and maximize its digital reach. The agency's digital campaign will focus on performance driven media strategies, such as paid search, campaign and conversion optimization and new ad platforms. The campaign is designed to spur race registration and merchandise sales in relevant and new geographies as the race expands its global footprint.

Born out of a grassroots effort to inspire individuals to challenge themselves and overcome adversity, Spartan Race has grown in just five years to include one million participants in over 20 countries. It is a digital-born global phenomenon that now encompasses a televised series on NBC with sponsorships from premier brands such as Reebok, Spartan-branded merchandise and a specialized Spartan SGX training program. 

"The Spartan Race is exactly the kind of brand we seek to team up with here at Genuine," said Carl Schwartz, VP of Digital Media for Genuine. "It's an ambitious brand that actively embraces the rapid pace of change to affect good, and it's the type of challenge that fuels us. The Genuine team is excited to leverage our deep expertise in lead generation and sales-driving strategies for an aspirational and next generation brand like The Spartan Race."

Genuine's engagement began in mid-Dec in support of Spartan Race's global marketing campaign leading up to its World Championship in October 2016. To learn more about Spartan Race, visit

Founded in 2005, Genuine is a full service, digital-first agency. Driven by the pursuit to #InventTogether, Genuine helps brands embrace the rapid pace of change, by inventing new ways to positively impact their customer's connected lives. With deep expertise in strategy, creative, media and technology, Genuine works with brands across a diverse range of industries and around the world, including Novartis, MassMutual, Akamai, Red Hat, Johnson & Johnson, Panera and WellPet. A proud member of the IPG group of companies, Genuine has offices in Boston, New York, Chicago and San Francisco. Visit us at

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Sue Parente