BFGoodrich is launching Rugged, a television show aimed at 25- to 35-year-old adventure seekers who might be getting a little “soft” and facing increasing responsibilities, says PR spokesperson Marie Gregoire, VP communications and marketing, HKDP Communications and Public Affairs.

“BFGoodrich initiated the project and partnered with Rat Films,” she tells MiC. “It is a real show with real content, but the content also relays the value and personality of the brand.”

Hosted by MuchMusic VJ Tim Deegan in English and Musimax personality Claudine Prevost in French, the show will travel to all corners of the world looking at the history, innovations and technology behind high-performance sports events, and air on Sportsnet and RDS beginning in October.

The show aims to create a dialogue with BFGoodrich customers on its Facebook page, where they will be able to see bloopers, photos and interact with the hosts, says Gregoire.