Parent company Sports Direct has revealed Olympic rower James Cracknell as an ambassador for outdoor equipment and clothing brand Karrimor.

One of his first tasks in the new role will be to work on the newly launched Karrimor Great Trail Challenge (Lake District, June 17). Cracknell said, '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'.