The Asics London 10K’s Weetabix Protein Youth Challenge Goes Virtual

Get The Whole Family Moving And Support Donations To Fareshare

 ASICS London 10K and Weetabix Protein are inviting families to virtually take part in an exciting nationwide running initiative, the “Weetabix Protein Youth Challenge”, to encourage children across the country to get moving! 

Due to the Covid-19 pandemic, the ASICS London 10K will no longer be taking place on Sunday 5th July 2020. Race day was due to see thousands of children finish the final kilometre of their “Weetabix Protein Youth Challenge” in Central London. 

With the health of our nation a major priority, children aged 16 and under and their families from across the country are now invited to participate in the race virtually. 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 25th May

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. 

Jessica Frey, CEO of Virgin Sport, said: “Every summertime thousands of runners unite at the ASICS London 10K to celebrate the sport of running. Although this summer we won’t be taking to the streets, we are delighted that there is a new opportunity to unite the nation through virtual participation in the Weetabix Protein Youth Challenge.” 

Faisal Abdalla, celebrity fitness trainer and Weetabix Protein ambassador, said: “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. I’m passionate about getting people of all ages involved in sport, and finding simple ways to be more active, so can’t wait to log on and get going!” 


Entry to the Weetabix Protein Youth Challenge is completely free of charge. Upon completion of the challenge, 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, so they can make a difference before getting to the ‘start line’. 

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). 

FareShare is the UK’s longest running food redistribution charity. Its emergency coronavirus response distributes food and drinks to vulnerable people. Provided via its network of more than 11,000 charities and community groups across the UK. Fareshare safely delivers meals to people facing financial hardship, older people, and those with serious illnesses who are self-isolating. 

Anna Cheatley, Brand Manager for Weetabix Protein added: “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. 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. We’re also 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.” 


Weetabix Protein Youth Challenge registration is now open. 

Entry is free of charge. Up to 2,000 participants will receive an exclusive Weetabix Protein ASICS finisher t-shirt and a medal. Registration for all participants must be completed by a parent or guardian. 

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