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Virat Kohli partners sports company to launch Stepathlon Kids
MUMBAI: Indian Test cricket captain Virat Kohli has partnered with Stepathlon Lifestyle to launch Stepathlon Kids, a company dedicated to children’s fitness programmes.
The company will receive operational support from sports celebrity management company Cornerstone Sports and Entertainment.
Through a ’30 Day Race’, the company plans to urge kids to “take 15,000 steps a day”, for a healthy lifestyle and create “long-term positive behaviour”.
The company will shortly launch a 30-day, pedometer-based, mass participatory virtual race to promote fitness among kids in the age group of eight to 12 years.
Stepathlon Kids’ plans to reach 50,000 children during the first year. Kids will be given pedometers to track their steps during the ‘30 Day Race’, whose results will be entered on the Stepathlon Kids website and get converted into distance.
While the company will announce price points at a later date, initially it will generate revenues through a combination of sponsorships, partnerships and participation fees. Both traditional and new media are potential commercial platforms and in the medium- to-long term, licensing and merchandising is expected.
Stepathlon Lifestyle co-founder & CEO Ravi Krishnan said, “With Stepathlon Kids, we aim to ingrain health and wellness in them at an early stage. We are proud that Virat has chosen Stepathlon Kids to build a healthier nation”.
Talking about the association and the need to create larger kids’ health awareness in India, Kohli said, “Stepathlon Kids is a first of its kind offering in our country, and I’m sure Stepathlon will replicate the success it has witnessed in the corporate space. I will be substantially involved in the development and promotion of Stepathlon Kids”.
Cornerstone Sport and Entertainment CEO Amit Sajdeh said, “Stepathlon’s success in the corporate space has been inspiring and this is the right step for us to create positive impact on future generations. Virat and Cornerstone are extremely thrilled to be part of this path breaking initiative”.