After launching ‘World’s Strongest Boys’ last year – a new brand we created for Duchenne Muscular Dystrophy charity, Duchenne UK – we were absolutely delighted to see the campaign make an appearance on the BBC Evening News last night.

The programme sees 10-year old DMD sufferer Alex Hallam educate the audience about the genetic muscle-wasting disease and ‘Alex’s Wish‘ – a charity set up by his parents that pledges to raise £1m by 2020 in the hope of finding a cure to finally end Duchenne.

Please visit the website and use your muscles to help the boys losing theirs, by buying a range of fitness products or registering to take part in a series of ‘World’s Strongest Boys’ sporting events. All proceeds will be used to fund vital research into a cure for DMD.