Alfa Romeo UK athletes help raise money for Heart Research UK posted on 05 August 2011
WITHOUT HEART WE WOULD BE MERE MACHINES
Alfa Romeo, official car supplier to UK Athletics (UKA), has joined forces with four top athletes and leading portrait photographer, Fergus Greer, to raise money and awareness for Heart Research UK.
Ahead of the Aviva London Grand Prix at Crystal Palace this weekend (5-6 August) Alfa Romeo ambassadors Kelly Sotherton (400m), Harry Aikines-Aryeetey (100m), Lisa Dobriskey (1500m) and Iwan Thomas MBE (former European and Commonwealth 400m champion) stepped off the track and into the studio alongside an Alfa MiTo Sprint. The plan was to help create an exclusive series of power and beauty themed photographs entitled ‘Without heart we would be mere machines’ – Alfa Romeo’s brand strap line.
In a number of the images the athletes are pictured with the new Alfa MiTo Sprint – a name that both encapsulates Alfa Romeo’s continued support of UK Athletics, and also an iconic name that has been given to sporting Alfas of the past. Along with sporty credentials and supercar looks, the latest model year Alfa MiTo Sprint is bursting with technology; featuring Alfa Romeo’s unique D.N.A vehicle dynamic control system and Windows Blue&Me™ Bluetooth® hands-free system. In addition the Alfa MiTo also has the maximum crash safety Euro NCAP rating of five stars, and features award winning engine technology.
To celebrate the climax of both the domestic and international athletics season, Alfa Romeo will donate £100 to Heart Research UK for every new red Alfa MiTo sold in the month of August.
Former Olympic Heptathlon bronze medallist and current 400m runner Kelly Sotherton said: “When the opportunity came up to help raise funds for Heart Research UK with Alfa Romeo I didn’t hesitate to get involved. I was obviously a little nervous about being naked, but I’m proud of the pictures and they’ll be something I will be able to show the grandkids one day’
100m sprinter Harry Aikines-Aryeetey said: “I’ve actually been in a few photo shoots before, but nothing to this degree. This is the most revealing I’ve been for a shoot and it really was exciting to do. I hope the photos help raise awareness of Heart Research UK and raise some serious money.”
Damien Dally, Head of Brand, Alfa Romeo UK said: “Alfa Romeo is a passionate brand that has ruled people’s hearts for over a century, as our strap line suggests, so it made perfect sense to support such a worthwhile cause as Heart Research UK. As the photography shows, the athletes’ bodies have become ‘designed’ for high performance sports, through extensive training and discipline. It’s through similar methods such as our sporting heritage and dedication to design that the Alfa MiTo shares traits that can be comparable.
“We’d also like to wish the athletes good luck for the World Championships in August, and for the Big One next year.”
Barbara Harpham, National Director, Heart Research UK said: “We’re delighted to be working with Alfa Romeo which has shown a whole lot of heart in developing this eye-catching campaign. Heart Research UK helps keep hearts healthy and what better examples are there than our outstanding, talented British athletes? They’re very brave to bare all and I’m sure they’ll get hearts racing. They and Alfa Romeo are certain to do us proud and help people live healthier, happier, longer lives.”
Well renowned photographer Fergus Greer has captured a variety of personalities including David Bowie, Bill Gates, David Cameron and Princes William and Harry during his career, featuring twice at the National Portrait Gallery.
Visit www.facebook.com/AlfaRomeoUKto view the full photo gallery
Alfa Romeo has supported UKA since 2006 and the partnership includes supplying a fleet of vehicles to UKA coaches, staff and athletes, as well as a financial contribution towards the UKA programme.