Rogue's Super Heavy Mug is the latest in a series of viral beverage containers aimed at weightlifting enthusiasts.
The cold war over heavy coffee mugs is intensifying. Last fall, strength-training equipment maker Eleiko Sports rocked its customer base when its April Fools' joke-turned-real-life product, the Heavy Mug, went viral online. Several other companies quickly capitalized on the frenzy of demand for weighted mugs.
On Friday, January 26, 2024, American manufacturer Rogue Fitness joined the fray. Artillery Mug & Anvil available on social media as a limited edition purchase. Check it out:
[Related: Thousands of Gym Rats Crashed a Website Trying To Buy This 20-Pound Coffee Mug]
Rogue's Artillery Mug & Anvil is available for purchase on their website From 3pm on January 26th to 3pm on Monday, January 29th. Here's a breakdown of what you need to know.
- price: $495 / $365 (10kg without anvil cap)
- delivery: 2-3 weeks
- weight: 20 kilograms / 44 pounds
- capacity: 22 fl oz
In its announcement, Rogue said it originally created the mug as a holiday gift for the athletes it sponsors. Many of the biggest names in strength sports, including Brian Shaw, Matty Rogers and Emma Lawson, shared unboxing videos during and after the Christmas holidays.
“We decided to create the ultimate holiday gift for Rogue athletes. Cost was not really considered” Logue said in an announcement post. The company pointed out that It is expected that there will be a loss on the sale of artillery mugs..
coffee mug arms race
Rogue didn't directly mention the source of inspiration for the Artillery Mug & Anvil, but anyone in the online strength training ecosystem can probably guess where the company got its ideas from. Eleiko Sports, the Swedish manufacturer known for its high-end line of barbells, weight plates, and other gym essentials, has released a cheeky ad for the Heavy Mug, a gag item not intended to be manufactured or sold in spring 2023 .
A few months later, Eleiko's funky little idea turned into a flashbomb into a public relations nightmare. Thousands of potential buyers flooded Eleiko's comments sections across social media, demanding access to the mug. The company eventually relented and offered to sell hundreds of Heavy Mugs (though the website crashed incompletely).
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Rogue, hungry for a piece of that request, seemed to realize the whole ordeal. The company's Artillery Mug was sent to athletes a few weeks before Christmas last year, and the rest was history. especially, Rogue upped the ante. — Eleiko's mug weighed just under 20 pounds, while Rogue's product weighed 44 pounds.
“[The two mugs] It’s really not on the same level… Our anvil mug is a true work of art,” Logue said in the comments section of the announcement post.
Community reaction
Stroll through Eleiko Sport's comment sections on social media and you'll still see curious (and greedy) customers asking for the mug to be re-released. With Rogue Fitness now offering a viable and available alternative while supplies last, it's no wonder the strength training community is overjoyed, with leading figure Jerry Pritchett saying, “This is great.'' !!” commented. In response to the drop.
However, many commenters balked at the price, saying $500 is prohibitive.
“Anyone who spends $500 on this has a serious addiction problem,” one follower commented on Instagram.
[Related: The Ultimate Guide On How To Increase Strength]
At nearly five times the price and twice the weight of Eleiko's product, Rogue Fitness' Artillery Mug & Anvil is more than Thanos' preferred coffee cup — it's a statement. Only time will tell if another company (looking at you, Hammer Strength?) steps in to provide yet another option for the overload that goes on on a daily basis. Still, for now, if you pick up an Artillery mug over the weekend, you might want to size up your new T-shirt, too.
Featured image: @RogueFitness / Instagram