Dodge partnered with Outside TV to produce custom short-form content showcasing compelling fitness storylines. Outside TV Studios created Fittest Real Athletes, which features James Lawrence, The Iron Cowboy. The content captures The Iron Cowboy's incredible feat of completing 50 triathlons, in 50 days, in 50 states, all while highlighting his love for family and being outside. Dodge vehicles were seamlessly and authentically integrating into the incredible fitness storyline.​​​​​​​

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