A look from Rhone.

Rhone has come up with what it hopes will be the next Ice Bucket Challenge.

During the month of November, the men’s activewear brand has partnered with the Testicular Cancer Foundation (TCF) to raise awareness and funds for research.

In an initiative called Rowvember, Rhone is asking people to jump onto a stationary rowing machine, go as hard as they can for two minutes and then donate $1 for every 100 meters rowed. They then are asked to tag two friends and challenge them to do the same.

“It‘s incredible to see a community come together around a single cause. We witnessed it with the ALS Ice Bucket Challenge, Movember and other like-minded campaigns,” said Ben Checketts, director of marketing at Rhone. “We have a built-in community of ambassadors, friends, family and customers who we know will be excited at the prospect of such a monumental challenge. We anticipate Rowvember becoming an annual tradition, something that people not only look forward to, but train for year-round.”

Rhone is working with the U.S. Rowing Organization in Princeton, N.J., to encourage professional rower participation and Row House NYC will open their locations and machines to those who want to participate. ProBar will provide participants with protein bars. Concept2 has donated three rowing machines that will be signed by ambassadors, influencers and customers throughout the challenge and will be auctioned off at the end of the month with proceeds going to TCF.

A public leader board available at Rowvember.org will show each entrant’s current standing. At the end of the month, one winner will receive a prize pack valued at $500, including a donation made in their name to TCF. The Rowvember Challenge also has its own social media handles at @Rowvember and #Rowvember.

“It is a great opportunity to not only have fun, compete against your friends and the rowing community, but to raise much-needed funds and awareness for Testicular Cancer,” said Matt Ferstler, founder and chief executive officer of TCF.

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