Karrimor appoints James Cracknell as brand ambassador
The retailer said it would be working with Cracknell to help grow brand exposure and cement the company's position as a leading manufacturer of outdoor equipment and clothing.
One of his first tasks will be working on the newly launched Karrimor Great Trail Challenge, a trail running event which will take place in the Lake District in June.
Commenting on his new role Cracknell said: "Karrimor are an inspirational brand for who cater for everyone from the extreme explorer to the daily commuter.
"I hope that by partnering with Karrimor, we can work together to encourage more people to make the most of the great outdoors, both here in the UK and further afield and I am looking forward to working with the team."
As well as acting as an ambassador, Cracknell will put Karrimor products to the test in some of the world’s harshest environments, providing feedback and input into the development of Karrimor equipment.
Pete Gostling, marketing manager for Karrimor, said: "James’ partnership with Karrimor could not be more fitting. His attitude, achievement record and hunger for tough outdoor challenges really compliment the Karrimor philosophy and, likewise, our history as a strong British outdoor brand is reflected in an athlete of his calibre.
"His ambassadorial role will raise Karrimor’s presence and increase brand awareness and we are delighted to have him on board, sharing our vision."
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