ASICS London 10K is furthering its mission to unite runners of all abilities in one of the world’s most inclusive and diverse cities by launching a brand-new running initiative for children: the Weetabix Protein Youth Challenge.

Jessica Frey, CEO of Virgin Sport commented: “The ASICS London 10K is Virgin Sport’s most iconic landmark race. We are delighted to partner with Weetabix Protein at this year’s event to bring people of all ages and abilities together through movement.”

Anna Cheatley, Brand Manager for Weetabix Protein said: “We are excited to join forces with ASICS London 10K and Virgin Sport. Families have always been at the heart of Weetabix so we’re proud to help people of all ages get off to a strong start and power their way through their running challenge.”

On Sunday 5 July, thousands of runners will descend on the capital to celebrate the sport of running. For the first time in the event’s 20-year history, children aged 7-14 can join the festivities and achieve their first major running goal.

Places will be awarded to the first 1000 children that sign-up to finish their challenge on race day. Another 1000 participants will be able to opt-in to finish their 10km virtually. All 2000 will receive an exclusive Weetabix Protein ASICS finisher t-shirt and medal. Each child will be sent a record card after registering, which they will fill-in to log their running distance.

Entry to the Weetabix Protein Youth Challenge is free of charge. Runners across the country can also participate virtually so that those who are not able to travel to London in July can earn their race day rewards.