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A new training scheme for young English athletes has hit the ground running and is proving to be a real success. Called Athletics 365, the initiative grew out of brand development work B3 Creative carried out for England Athletics.

Athletics has often been seen as the poor relation to sports such as football, cricket and rugby – and yet athletics provides the core skills all those sports need of running, throwing and jumping. What’s more, athletics isn’t confined to a season in the same way as other sports.

We suggested creating a scheme called Athletics 365, reflecting the year-round approach. It would draw on what athletics could offer other sports, building up skills so that a youngster could make the most of themselves, whatever the sport they chose – though hopefully they would remain with athletics. Add in a grading system based on martial arts belts and England Athletics’ excellent coaches, and it’s no surprise Athletics 365 is such a winner. 2012? Bring it on!