A PR firm is giving its backing to Steeton endurance athlete Sam Boatwright.
He aims to cycle non-stop from John O'Groats to Land's End to raise money for Help for Heroes.
And he hopes to smash the current world record time for the feat – 44 hours, four minutes and 19 seconds.
Three years ago Mr Boatwright, 32, ran around the UK coastline in aid of the same charity.
He covered 2,500 miles in 50 days, raising £20,000.
His latest challenge is being supported by Skipton-based AKA PR, which is producing various promotional materials.
Director Jan Turner said: "It is great that we have been given the opportunity to help raise awareness and support a local challenge.
"The whole team is behind Sam and wishes him the best of luck."
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