Just seen this:
Ricky Lightfoot endorsing a £6000 watch for fell running!!!!
“All you need is a reliable timepiece that can withstand the elements.”

Great journalism, too:
"Fell running is much more complex than a city marathon, thanks to treacherous terrain"
and, wait for it:
"Lightfoot has run up 1,500-metre mountains in Scotland". I knew he was good, but not 155m of extra climbing than Scotland's highest mountain good