James Cracknell, Karrimor ambassador

James Cracknell, Karrimor ambassador

Outdoor company Karrimor has appointed an Olympic gold medallist and outdoor adventurer as an ambassador for its brand.

Double-gold winning rower James Cracknell will work with the company to promote the brand and encourage people into the great outdoors.

The athlete was appointed an MBE in 2001 and an OBE three years later after his triumph in the 2004 Athens Olympics.

Since his retirement from rowing, he has taken part in a race to the South Pole, rowed across the Atlantic and run in the notorious Marathon Des Sables, in which he finished in 12th place.

One of his first tasks will be working on the newly launched Karrimor Great Trail Challenge in the Lake District in June, a new trail-running event will in include a 10k, half marathon and marathon.

Mr Cracknell said: said: “Karrimor is an inspirational brand which caters for everyone from the extreme explorer to the daily commuter.

“After retiring from rowing, I have embarked on some life changing challenges and adventures in some of the world’s harshest conditions and therefore I wanted to work with a brand that encompasses my adventurous spirit and has the equipment that will stand the test.

“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.”

Pete Gostling, marketing manager for Karrimor, said: “James’s 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.”

In 2010 the athlete suffered a near-fatal cycling accident whilst attempting a race to cycle, run, row and swim from Los Angeles to New York.

After a difficult six-month recovery period, Mr Cracknell went on to complete a 692km (430-mile) cycle race in the Canadian Yukon and run the London Marathon in just over three hours.

He will be putting the kit to test in some of the world’s harshest environments to provide feedback and input into the development of Karrimor equipment.