The Murph Challenge is a worldwide workout event that raises money in honor of fallen Navy SEAL Lt. Michael P. Murphy. It was established in 2013 by Forged Clothing Company.
As the event grew in size and stature, it needed a stronger identity, broader exposure and a smoother registration process.
Moxy executed a plan that engaged fitness communities (and their social connections) to build awareness. We promoted partnerships with hundreds of CrossFit gyms that served as “bases” where participants could record their official times. We designed a bold, distinctive identity, along with t-shirts to commemorate this WOD achievement.
At the center of it all, we created a mobile-friendly event registration app where participants can sign up, order their t-shirts (in various sizes and colors), specify their gym affiliation and post their official times to the worldwide leaderboard.
More than a fitness challenge and fundraiser, The Murph Challenge has also become a social media event. Influencers like actor Chris Pratt, and (more recently) John Krasinski and Dwayne Johnson have supported the cause with selfies sporting the official gear and Facebook / Instagram / Twitter posts that have received millions of views.
With thousands of participants worldwide, this event grows more successful each year. To date, The Murph Challenge has raised over $1 million in direct donations to the Lt. Michael P. Murphy Foundation.