INTRODUCING THE WORLD'S STRONGEST BOYS

World Duchenne Awareness Day

Imagine, as a child, not being able to keep up with your friends at school. Imagine being told that your muscles are getting weaker and weaker to the extent that you may not live past your twenties. Imagine the fear. But, then imagine the strength it takes to live with that reality. That’s why boys living with Duchenne muscular dystrophy are the World’s Strongest Boys.

This idea really struck a chord with us. At Psycle, it’s our ethos to champion and advocate the inner willpower it takes to overcome physical barriers and reach your goals. Because the ability to go faster and further comes from within.

Duchenne UK are championing the bravery of these incredible children and asking people to use their muscles to help boys losing theirs with the creation of the World’s Strongest Boys brand. We were delighted to welcome the team from the charity last week as A.D. put them through their paces on Mortimer Street. With such a strong synergy between the concept of the World’s Strongest Boys movement and our own ethos, it’s great to see traditional representations of strength actively challenged and the idea of mental toughness being used for such a worthy cause.


"The World’s Strongest Boys campaign embodies the spirit of our fight against Duchenne, and the inner strength of boys and young men living with Duchenne. We are fighting every day to accelerate the research. And our sons are also fighting. Every step is a challenge, every day is a struggle. But we believe that rather than making them weak, this makes them STRONG. Living with the reality of Duchenne makes the boys anything BUT weak. We hope that this message will really resonate with Psycle customers who can use their muscle to help boys losing theirs."

Emily Crossley & Alex Johnson joined forces to set up Duchenne UK. Both their sons have Duchenne Muscular Dystrophy.


You can strengthen the movement here.


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