He has been joined on each leg of the run by colleagues from stores across the country, with the aim of inspiring people across the UK to enter the Sainsbury’s Sport Relief Mile on 21 March.
King said: “I am always amazed and humbled by the fantastic work that Sport Relief does. I have been privileged to see firsthand the positive effect money can have in transforming lives both in the UK and in the world’s poorest countries.
“I set myself a personal challenge to run a mile in each of Sainsbury’s 32 store regions over four days and I am looking forward to meeting many fund raisers along the way.
“Sainsbury’s customers and colleagues raised an incredible £2.3m for Sport Relief in 2008 and we are going to smash that figure this year.
“Like my colleagues who are running for Sport Relief, I will be wearing my Fairtrade Sport Relief T-shirt and Socks with pride!”
This year’s Sport Relief theme is ‘Rise to the Challenge’, and 150,000 Sainsbury’s colleagues throughout the country will join Justin in Sport Relief fund raising.
In addition to its fundraising efforts, Sainsbury’s has also made it easier than ever for customers to donate to Sport Relief. Through Sainsbury’s new ’round-up’ system customers can give the charity the change from their Sainsbury’s shopping bill, rounding up to the nearest pound.
The Sport Relief Weekend is taking place from Friday 19 March to Sunday 21 March.
