Time to meet the Superhumans if you haven’t already they including Cycling Shorts very own Jody Cundy MBE.
Channel 4 launched its biggest ever marketing campaign on Tuesday July 17 to promote coverage of the London 2012 Paralympic Games with a ‘roadblock’ premiere of its Meet the Superhumans film across 78 television channels.
The 90 second long film is set to the awesome track, “Harder Than You Think” by hip hop legends, Public Enemy, the film showcases the abilities of some of the leading UK Paralympians, represents some of the unique stories behind the elite athletes, and shows the herculean efforts that have gone into their preparation for the Games. It’s an extremely powerful short film.
Channel 4 is committed to bringing a new audience to the Paralympic Games and to raise awareness of Paralympic sport.
The campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm, for Channel 4’s in-house agency, 4creative.
Dan Brooke, Channel 4’s Chief Marketing & Communications Officer said: “London 2012 is a coming of age moment for the Paralympics. This campaign will help bring a whole new audience to it and may even raise a goosebump or two along the way.”
Produced by 4creative which is Channel 4’s in-house agency who this year have picked up a D&AD pencil (their 9th in 7 years) and a Cannes Gold and Bronze lion.
The shoot took place over 14 days in sports arenas across the country from the Sheffield Aquatics centre to Lee Valley Athletics Centre to the Olympic stadium, to the home of the Paralympics: Stoke Mandeville.
The full list of locations:
Paralympics Athletics Test Event at the Olympic Stadium
Herne Hill Velodrome Cycling Meet
Cardiff Swimming Pool
Stoke Mandeville (Wheelchair Basketball)
Lee Valley Athletics Centre
Crystal Palace National Sports Centre
Reading Hockey Club (Blind Football)
South London’s iconic track cycling venue experienced a first last Friday: trike cyclists, handcyclists, side-by-side tandem cyclists, enjoying the thrill of cycling at the Velodrome!
This was made possible by British Cycling’s re-surfacing of the banked track, last August, which included the addition of a 3.6m wide, flat strip, enabling others than 2 wheeler race-cyclists to ride at Herne Hill.
Most cyclists attending were discovering the Velodrome for the very first time. The event was organised by charity Wheels for Wellbeing, the charity works to remove all barriers to cycling for anyone who thinks they can’t (or can no longer) cycle. Isabelle Clement (Manager of Wheels for Wellbeing) said, “this was a trial session, to gauge the response of our regular participants. I’ve been confident our riders would love cycling on the track but the approaches to it are not perfect for access yet. We had a lot of volunteers on hand to help mitigate this aspect. For the long term, we will work with the Velodrome to ensure that disabled access is built into their future plans”.
Overall, people were very positive on the day though the distance from the nearest bus stop was an issue for some. Iman Saab (pictured), a former wheelchair racer commented, “I love cycling here! This is a proper workout; I really feel my muscles are doing some real work! This place is a wonderful site. I didn’t know it was here”. John Turnbull, a long standing member of Anerley CC recently needed to re-learn to cycle with Wheels for Wellbeing’s support, following an attack of shingles (which had left his legs paralysed initially). He was thrilled to be back at Herne Hill: “As a young cyclist I watched racing at Herne Hill in the 1950’s. It was quite exciting riding on the newly surfaced track. Nice smooth surface, enthusiastic helpers, from my point of view it’s perfect. I couldn’t wish for anything better”.
Wheels for Wellbeing has been working with the Velodrome over the last 18 months to ensure that, as investment starts flowing to renovate the site, disabled, younger and older cyclists are factored into all the infrastructure changes. Charmian Hornsby, a Herne Hill Velodrome Trust Board member who volunteered to help on Friday said, “It is wonderful to see how much difference the new flat track extension makes; the Trust is very keen to see new people cycle at the track. Wheels for Wellbeing’s participants are very welcome here”.
Wheels for Wellbeing’s Friday sessions generally run at the All Weather Pitch, above the Lido, in Brockwell Park. These will restart this week but the WfW team will continue to work with the Herne Hill Velodrome to turn this one off Velodrome session into a regular feature.
Wheels for Wellbeing is a charity which works to remove all barriers to cycling for anyone who thinks they can’t (or can no longer) cycle. We want people to be able to cycle safely on the road and enjoy social inclusion, health and environmental benefits on a daily basis. For people for whom cycling in a park is more appropriate, or who need to borrow 3 or 4 wheeler cycles, our emphasis is on running regular sessions so they too can enjoy cycling with their family and friends and benefit from regular exercise & fresh air. We also provide advice to individuals, groups and policy makers, and campaign for improvements which can reduce the barriers to disabled people cycling.
Wheels for Wellbeing was established in 2007. We run weekly sessions at Croydon Sports Arena and in Brockwell Park in Lambeth. We are actively seeking to establish sessions in other London boroughs and we work closely with similar projects elsewhere in the UK.
Wheels for Wellbeing currently receives funding from the Big Lottery Fund. It also needs to raise funds from private and corporate donations for much of its work.
About the Herne Hill Velodrome
Herne Hill Velodrome is the last remaining finals venue from the 1948 Olympic Games that is still in active use. It was given a new lease of life in 2011 after British Cycling invested in a programme of track refurbishment which included a complete resurfacing.
The Herne Hill Velodrome Trust is a charitable organisation (Charity Commission number 1140128) established in 2011 to lead the refurbishment and renewal of the Herne Hill Velodrome site for current and future generations of cyclists.
For more information on the velodrome visit www.hernehillvelodrome.com.
Sofi and her papa Rolando in Apeldoorn for the World Championships
Sofi Arreola is a young successful rider from Mexico (she also happens to be my sister) and she’s aiming for a place to ride for her country at the London Olympic Games in 2012.
Sofi has won 6 gold medals in the Jr. PanAm champs, 4th place in the Junior Worlds in Moscow 2009 and she’s finished within the top 10 in almost every Track World Cup she’s competed in. She was invited to the World Cycling Center in Switzerland for the 2009-2010 track season and that changed her life. Her results as a Jr. were really good but it wasn’t until she met her new coach Andy Sparks that she started to look at cycling in a different way.
Not everything has been easy for her, she’s had to fight for everything… including her own life. Sofi was a premature baby and she almost didn’t survive. The doctors told dad that he should be prepared for the worst because it was very possible that she wouldn’t survive the night, but she fought and she won that battle. She was getting 15% less oxygen than other babies for one and a half months and she was so tiny.
We had to take lots of care with her because she was always getting sick (I have to admit… I was SUPER jealous because she was getting all the attention from my parents). She used to be allergic to everything so she had to go to the hospital once a month to get 30 injections in her tiny little arms. I could see in her face she was in so much pain but she never cried or complained about it; 3 years old and she was so tough! She wasn’t 100% healthy but my little sister was never weak. She has been giving me life lessons since the minute she was born.
Sofi & Nancy
Life goes on…
Our younger sister Chely and I are really hyper so my parents introduced us to sports at a very young age. Chely is 2 years younger than Sofia but she was just as big as her and beating her in every sport they tried! I bet she can’t say that anymore though… haha!
When I started cycling both my sisters were doing speed skating and they were really having fun with the sport but after one year they took part in a local bike race and they instantly fell in love with cycling, just as I did.
Sofi did the State Championships two weeks after that but she didn’t qualify for the Nationals so she made it her personal goal to win it the following year, she worked harder than anyone else, never missed a single practice and she was really serious about eating well and taking her recovery to a whole new level. It was impressive to see a 13 year old girl behave like that.
The next year she won everything in the State Championships and got 2 silver medals in the Nationals, since then she’s won almost every competition she’s entered in Mexico. The first time my sister ever rode on the track she won the Scratch Race in the elite category when she was only 14 beating Nancy Contreras (former 500m World Champ) and yeees… she beat me as well but let’s forget about that part!
Sofi & Rolando (Papa) in Puerto Rico
Arreola Family LtoR: Rolando (Dad), Sofi, Chely, Nancy (Mum) and Nancy
She’s had many good results in her short career but also had her ups and downs. In her first Jr. World Champs she crashed in her opening event and was forced to use a wheelchair because she couldn’t walk, but even that didn’t stop her from doing the road race and TT.
She also crashed in the Central American Games last year in Puerto Rico. She was knocked out but the first thing Sofi said when she gained consciousness was “where’s my bike?!” she finished the race concussed and went straight to the hospital not knowing where she was. All her efforts that day gained her a bronze medal for Mexico, a bronze with a good taste of gold.
I’ve seen her do an Omnium going from the ambulance to the track and then back to the ambulance again because she was really sick and even then winning 4 out of 6 events (it was an important race because it would decide who was going to the track world cups to represent Mexico). The Olympic dream has been in her head since she was a little kid and it’s that determination and desire that leads her to keep fighting.
Even with those chaotic races she’s had good results on her way to London, she finished 2nd in the elite PanAms [Pan-American’s] last year and 4th in the Scratch Race at Manchester’s World Cup, putting her in 2nd place in the world rankings but eventually she finished 4th at the end of the track season.
Of course Sofi and I have the support of our whole family. My dad Rolando goes to almost every World Cup with her and when we’re in Mexico he follows us both to every single ride providing all the support while training; my mum Nancy is the one who makes sure that Sofi has everything she needs. Mum calls the FMC [Federación Mexicana de Ciclismo] almost every day, books her tickets to World Cups and she also makes sure that she has all the right equipment to train and race. Chely and myself are her biggest supporters!
Sofi with her coach Andy Sparks
But I think the main thing that has made the biggest impact on her career is training with Andy Sparks, she was training with him when she was in Switzerland and now she’s followed him to Mallorca where they are now both based.
Andy is an amazing coach and they get along really well. She has a lot of respect for him and follows everything he says 100%. Since she’s been training with him we’ve seen her gain more confidence in her skills and has a better attitude while racing. Andy gives her the right motivation and the perfect training to be at her best in every competition.
Sofi knows that nothing is impossible if you work hard for it and you give your best at all times. The fact that she gets to train with Sarah Hammer is also a major boost for her, Sarah is her role model and inspires Sofi to become better every day. Sarah and Andy have been an amazing support for her when she’s away from home, even when she’s missing family, home and friends she’s surrounded by great people in an amazing environment and we know she’s happy even though we all miss her.
She had a complicated season last year but has pulled herself together and focused on doing things right and hopefully she’ll qualify for the London Olympics and achieve a good result. She’s taking it a step at a time, the next track season will be crucial for Sofi, as it will be for many other riders across the world, in order to qualify for London she needs to get good results in the 4 World Cups and the World Championships in Australia. It’s going to be a fun season; I am excited to see how it goes!
Sofi & Nancy - Sisterly rivalry while training - Mexico - March 2011
Thank you very much for reading and I’ll be giving you more updates about the World Cups and who has a chance of getting to ride in London 2012 via my articles here at Cycling Shorts!
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