London 2012 icon Mo Farah hit the track again at the Queen Elizabeth Olympic Park in London yesterday to set another world record.
The running star claimed the title for the fastest 100 metre sack race as part of a special children's sports day event that took place at the iconic venue.
As an international track and field athlete in the long distance and middle-distance, Mo took on the sack race challenge as special guest of honour at the Weetabix Ultimate Sports Day.
Weetabix's brief for the event had been to create a participative experience that would encourage children aged six to 11 to get active, eat a nutritious, healthy breakfast and have recurring interactions with their brand.
Helping to bring this idea to life was the official Guinness World Record atttempt involving Mo which took place as the finale for the event.
A new record category, Mo needed to finish the race in a minimum time of of 40 seconds for a new benchmark to be set, and was given two attempts to register a record-setting time.
Tension was high in the Copper Box Arena with children from competition-winning schools cheering on the British champion and posing in Mo's trademark 'Mobot' stance.
The venue had previously seen handball and pentathlon events taking place during the London 2012 Olympics.
Coming in at just over 42 seconds on his first two attempts, Mo summoned up Olympian willpower to complete the 100 metres in a time of 39.91 seconds.
When the record was announced by Guinness World Records' adjudicators, the excited children broke ranks and ran to congratulate Mo on his achievement.
The double Olympic gold medal holder of 5,000 metres and 10,000 metres events, also currently holds the Guinness World Records title for most European Athletics Championships 5,000 metres gold medals.
The event gathered widespread attention, with The Metro among a number of news sites covering the attempt.