The Kalahari runners: from left, Greg, Kirsi and Jukka

Irish sock manufacturer Bridgedale is lending its support to an attempt to run across the Kalahari Desert for the first time.

South African Everest summiteer Greg Maud will join Finns Jukka Viljanen and Kirsi Montonen in the 1,000km (620-mile) run across the inhospitable wilderness of some of Botswana’s most remote areas to raise cash for a cheetah conservation charity.

The trio aim to complete the first complete crossing of the Kalahari, which covers much of Botswana and crosses the Namibian and South African borders, in a 20-day effort that equates to running almost 24 marathons, covering about 50km (31 miles) each day.

The South African runner, a native of Johannesburg, will put the Bridgedale socks through their paces – all 2 million of them – as he passes along the border of the Kgalagardi Transfrontier Park. The company, based in Newtownards in Northern Ireland, is supplying five different types of sock for the challenge.

The 36-year-old, who has run more than 50 marathons and climbed Antarctica’s Vinson Massif, as well as topping out on the highest peak in the world, will team up with 47-year-old Mr Viljanen and 45-year-old Ms Montonen, both of Espoo, in their bid to raise money for Cheetah Conservation Botswana, a research organisation aiming to protect the world’s fastest land mammal.

The challenge begins this weekend and the trio will take to remote tracks, gravel roads and loose sand, passing through the cheetah’s natural habitat.

Bridgedale managing director Steve Fowler said: “I was delighted that having already worn Bridgedales, Greg recognised us as the perfect sock partner for his enduring challenge. We wish Greg, Jukka and Kirsi good luck and look forward to hearing about their adventure when they return.”