As the ASICS London 10K will no longer be taking place on 5 July due to COVID-19 pandemic, Weetabix Protein has taken its Youth Challenge initiative to the virtual world.
The youth running initiative, part of Weetabix Protein’s partnership with Virgin Sport, would have seen children aged 7-14 years join the ASICS London 10K for the first time, finishing the final kilometre of their challenge in central London.
Weetabix Protein and Virgin Sport have now urged children aged 16 and under and their families to virtually take part in the initiative.
Challengers will run their very own 10 kilometre race to win an exclusive finisher t-shirt and medal. They’ll be asked to complete a recommended minimum of 1 kilometre per week across a 10-week period, starting from 25 May.
“We’re delighted we can still activate the Weetabix Protein Youth Challenge for families across the UK, bringing a little fun and energy during these difficult times,” said Anna Cheatley, brand manager for Weetabix Protein.
“We collaborated with Virgin Sport to help people of all ages get off to a strong start and keep active, and we’re pleased we can still achieve this whilst keeping people safe.”
Those who would prefer to stay active at home, can join virtual weekly family fitness sessions led by celebrity fitness trainer, Faisal Abdalla aka Mr PMA, with guest appearances from Weetabix Protein ambassador and boxer Luke Campbell.
Weetabix ropes in boxer Luke Campbell to lead Protein Youth Challenge
“Thanks to the wonders of technology, I’m really excited to support the Weetabix Protein Youth Challenge, helping children and their families to keep active and stay safe during these uncertain times,” Abdalla commented.
Entry to the Weetabix Protein Youth Challenge is free of charge. Upon completion of the challenge, Up to 2,000 participants will receive an exclusive Weetabix Protein ASICS finisher t-shirt and medal.
For every runner that signs up to take on the challenge, Weetabix Protein will donate one Weetabix On The Go protein breakfast drink to FareShare. To keep participants motivated throughout the challenge, an additional bottle will be donated for every kilometre or family fitness session completed during the Weetabix Protein Youth Challenge (up to 20,000 units).
Weetabix Food Company said it has increased its product donations to FareShare in the last month to support during the pandemic – sharing over 36,000 boxes of cereal and over 130,000 bottles of Weetabix On The Go.
“We’re proud to further increase our support for Fareshare via this partnership, as they are doing an incredible job of bringing food to those who need it most,” Cheatley said.
Weetabix Protein Youth Challenge registration is now open.
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