Global technology brand Garmin has enlisted adventurer and survival expert Ant Middleton as its latest ambassador as part of its global Beat Yesterday campaign. The partnership, which will see Middleton as the face of Garmin’s fenix multisport watches, will provide an exclusive insight into the UK fitness celebrity’s regime and the role technology plays in helping him to achieve his goals.
Designed with adventurers and athletes in mind, the Garmin fenix series incorporates a full set of training and multisport features and comes preloaded with European TOPO mapping.
Following 15 years in the military and serving in the UK’s elite forces, Ant Middleton’s appetite for extremes; and his skills in survival and endurance have led him to take on some notable challenges. Ant will be sharing his expertise in his latest Channel 4 TV show ‘Escape’, which will see contestants stranded in various inhospitable terrains amongst the wreckage of simulated crash sites as they attempt to escape to civilisation.
Ant Middleton said, “I’m absolutely delighted to be working with Garmin. We share the same values when it comes to challenging yourself, which is why the Beat Yesterday campaign particularly resonates with me – it seems only natural for us to join forces. Adventure and exploration is part of who I am and the fenix 5X is the ultimate tool to keep up with my varied lifestyle.
“The multisport function tracks all of my training and the advanced navigation keeps me covered when venturing off the grid. It also looks great – how many fitness watches can you wear to a photoshoot and then out hiking in the mountains? It’s everything I need, right on my wrist.”
Richard Daish, Garmin’s Head of Marketing UK and Ireland said, “We couldn’t think of a better ambassador to front the fenix 5 – he is the modern day action man! Ant has been wearing Garmin watches for years and stands for everything that Beat Yesterday is all about, pushing yourself to be the best you can be – we’re delighted to have him on board.”