CARE INTERNATIONAL
Fashion Industry Challenges Poverty
T
he seventh Prima Solutions Adventure Challenge took place on Saturday, raising a fantastic £31,000 for poverty relief charity
CARE International. The challenge saw teams from across the fashion and retail sectors hiking, biking and kayaking along Dorset’s spectacular coastline, amid glorious sunshine. Fifteen teams from Timberland, Hugo Boss,
Supergroup, Rampant Sporting, CVUK, Incorporatewear, Them London, Prima Solutions and more turned out, ready to challenge themselves and challenge poverty. The day began early, with teams assembling at
7am to begin a 14 mile mountain biking route across heathland and clifftops. The summer heat built throughout the morning, adding to the challenge- but sweat-soaked efforts were rewarded along the way with resplendent views across the sparkling Atlantic Ocean. Participants then faced an 11-mile trail challenge, running or hiking through forests and across beaches. A diversion along the route gave
teams a chance to cool off in the sea as they took to their kayaks to complete a 1.2 mile loop, before taking to the final leg of the trail on foot to the finish line. Achievements were celebrated at an evening
reception, where prizes were awarded for outstanding teams. The fastest overall team were Timberland’s Mark Svensson and James Davies, who beat Supergroup by one minute to ensure Timberland took the title for the third year running. The fastest team of three were also from Timberland, and Hugo Boss was the fastest team of four. The most important prize of the night, the
award for the top fundraisers, went to Supergroup who raised over £10,000. An honourable mention went to Tmberland, who have raised over £67,000 for CARE since 2008. CARE Challenge Manager Neil Munro said “It
was an absolutely storming event. The weather was stunning and every team had a fantastic day. We’re also blown away by the efforts everyone
went to in order to raise such a fantastic amount of money. It has been a tough year for fundraising, yet all our teams were amazing. Enormous thanks to everyone who took part.” For the past seven years the event has been
sponsored by leading suppliers of complete multi- channel IT solutions to the fashion market, Prima Solutions. Throughout that time, the event has raised over £350,000 to support CARE’s work.
The eighth Prima Solutions Adventure Challenge will take place in a new location in 2013. To register your interest visit
www.carechallenge.org.uk/primasolutions
18 • FOOTWEAR TODAY
• JUNE/JULY 2012
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