Kids of Steel is a schools triathlon series aimed and getting children involved in the sport in a positive way, regardless of ability.
Triathlon involves racing in the three disciplines of swimming, cycling and running and is one of the UK’s fastest growing participation sports.
The appointment will see Clifford French work closely with global steel manufacturer Tata Steel and governing body British Triathlon, to build awareness of the initiative and create a legacy for the community programme.
Since launching in 2007, nearly 25,000 school children have taken part in Kids of Steel – a figure Tata Steel has pledged to double by 2012. From national launch through to the implementation of 18 regional events, the 2011 campaign will engage local schools and communities with the objective of driving reaching 50,000 participants.
James Clifford, co-founder of Clifford French, commented: ‘Grassroots sports is our heartland, so we’re thrilled to be working with Tata Steel and going back to our roots with Kids of Steel. We’re really looking forward to celebrating the communities ingrained in Tata Steel’s business, taking Triathlon to schools and ultimately inspiring the next generation of Triathletes.’
The agency will report to Sarah Jolley, comms manager at Tata Steel.
Triathalon is an Olympic sport and will take place in London’s Hyde Park at the 2012 games.