Solihull picks a high flier to front its push

How low would a company have to go before settling on Eddie “the Eagle” Edwards to launch a campaign? The Diary only asks because the acrophobic ski-jump legend has been carefully handpicked to launch the SolihullActive initiative to combat the couch potato culture.

Without being unkind to Eddie, the Diary hasn’t heard much of him since his single “Fly Eddie, Fly” peaked just outside the top 40 in the aftermath of his efforts in the 1988 Winter Olympics. Which, in the fame stakes, must rank him roughly on a par with Wincey Willis and Plastic Bertrand.

SolihullActive was officially launched by Edwards on Tuesday, with the aim of encouraging the borough’s residents to try their hand at physical activities such as walking, cycling, swimming, jogging and aerobics. Ski-jumping is off the menu though, partly because of the lack of steep slopes and snow in Solihull, but also because it would be bad form to put Eddie’s British record (which still stands) under threat.