American Sports Apparel Giants, Nike, have been confirmed as the title sponsor of the British 10K, continuing its campaign to inspire everyday athletes to ‘Make It Count’ this year. The brand is sponsoring the race, now in its 12th year, which will see 25,000 runners hit the streets of London on the 8th July 2012.

To celebrate the announcement, local runners joined marathon world record holder Paula Radcliffe on London’s Westminster Bridge, just one of the many famous British landmarks on the run route through the Capital.

In the lead up to race day, runners of all levels can receive personalised training journeys by joining Nike’s online communities to set goals, track performance and get the inspiration they need to become better athletes.

The Nike Running UK Facebook page is the community hub for runners looking to train, with Nike+ training programmes, tips and advice from elite athletes and coaches, registration for Nike+ Run Clubs, and expert advice on which Nike Running apparel and footwear to train in.

Nike plans to increase the number of Nike+ Run Clubs taking place across London to encourage runners to share their journey and find inspiration from others.

Furthermore, a series of bespoke running events hosted by Nike in the coming months will help runners track their performance and stay motivated in the lead up to race day.

Paula Radcliffe commented: ‘The British 10K powered by Nike+ is an amazing chance for runners of all levels to challenge themselves to become better athletes. Nike is providing entrants with everything they need for their training journey, and when it comes to making it count on race day, there could not be a more inspiring course than the streets and world-famous landmarks of central London.’

Michael O’Reilly, Founder and Race Director of the British 10K added: ‘We are extremely excited about having Nike on board as title sponsor of the British 10K. Nike has such an established heritage with running, and with everything they will be bringing to the event experience before, during and after the race, I’m certain it will take the event to the next level.’