roger_blackThe Lichfield Dash

Olympic athlete Roger Black MBE has agreed to attend THE FLORETTE LICHFIELD DASH on Saturday June 30th as part of the celebration of sport the city is hosting to coincide with the arrival and passage of the Olympic Torch on the same day.

Black is fronting Florette‘s key summer brand campaign, Bags of Feelgood, and will be on hand to give runners advice, hints and tips before they run. Kevin Wilson of Lichfield Dash organisers KP Events was the founder of the original Dash back in 1998, and is thrilled with Roger’s involvement in the day;

When we were asked if we’d move the date of the dash to coincide with the Torch relay coming to Lichfield because of the obvious link with Chariots of Fire and the 1924 Olympic Games we were only too pleased to accommodate the request, it’s a once in a lifetime honour. In addition, we’re also thrilled to be welcoming one of Britain’s most respected Olympians in Roger Black on the day. It’s all very exciting.

florette_saladsNiki Webster, Brand Manager at Florette UK is also delighted that Roger has agreed to attend the event:

It’s great news that Roger has agreed to join us at the event through his link with Florette. When we asked him to come down and show his support for this fantastic occasion he jumped at the chance, his presence will really add something to what is shaping up to be a really exciting event.

Further details will be announced on the website soon as the timetable is agreed and finalised. For more information or to get involved email Kevin Wilson at