Weetabix ropes in boxer Luke Campbell to lead Protein Youth Challenge

Weetabix has announced boxer Luke Campbell MBE as its new ambassador.

The British professional lightweight boxer and former Olympic and Commonwealth gold medal winner will lead the Weetabix Protein Youth Challenge, a new initiative to encourage children aged 7-14 years to be more active.

Each Weetabix Protein Youth Challenge runner will cover as many kilometres as they can in the lead up to the ASICS London 10K in July, joining 1,000 fellow challengers on race day to complete their final distance in front of the cheering crowds.

Runners across the country will also be encouraged to participate virtually, so those unable to travel to London in July can still earn their race day rewards.

Luke Campbell said: “I’m really excited to lead the Weetabix Protein Youth Challenge at the ASICS London 10K. Apart from the fact that Weetabix is already a staple at breakfast time for my family, I’m passionate about getting people of all ages involved in sport, and finding simple ways to be more active.

“This is a brilliant initiative, and I’ll be keeping an eye on how the participants progress to achieve their goals!”

The new activity is part of a wider campaign linked to Weetabix Protein’s partnership with Virgin Sport, announced last month.

Anna Cheatley, brand manager for Weetabix Protein, said: “We’ve collaborated with Virgin Sport to help people of all ages get off to a strong start and power their way through the Weetabix Protein Youth challenge. It’s fantastic to have such a well-respected athlete and dad like Luke on board as an ambassador to help us encourage more families to take part and get active.”