Extreme competition program Tough Mudder and plant-based nutrition company Vega recently announced their partnership. From March to October 2017, Vega will be the official protein shake sponsor for five Tough Mudder and Tough Mudder Half events around the country, during which participants will be supplied with its vegan products. “Preparation for an event of this caliber starts months before event day,” Vega’s national educator Kim McDevitt said, “and Vega is incredibly excited to have the opportunity to help fuel and educate participants from training day all the way through the Tough Mudder finish line.” Tough Mudder events—which include multi-mile circuit races and various obstacles—are designed to physically challenge competitors. Plant-based companies such as Vega—and extreme vegan athletes such as strongman Patrik Baboumian and former Mr. Universe Barny du Plessis—play an important role in discrediting the myth that animal products are necessary for building muscle, endurance, and strength. Earlier this month, nutrition company CytoSport (parent company to popular sports supplement Muscle Milk) launched its first plant-based protein shake line, Evolve.