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England international footballers Daniel Sturridge and Lucy Bronze went head to head at a Sainsbury’s store in Merseyside this week, when they took part in a unique contest to encourage families to make the most of their final chances to get their hands on Active Kids vouchers ahead of the 3rd May deadline for the end of the 2016 scheme.

Based on iconic TV show The Crystal Maze, Daniel and Lucy kicked off the activity at the Rice Lane store, where they were joined by children from Gwladys Street Community School, to mark the upcoming Active Kids voucher collection deadline.

Liverpool and England star Sturridge is an ambassador for Sainsbury’s Active Kids, alongside Bronze and Team GB Paralympic heroes Ellie Simmonds and Jonnie Peacock. Both players are urging families to collect their vouchers in-store before the 3rd May deadline to avoid missing out. Vouchers donated to schools or community clubs can be exchanged for a wide range of sports and cooking equipment to help motivate and encourage children to lead healthier and more active lives.

Here, our reporter David Maddock went along to meet the Reds striker, to talk about his support for young people... and his extraordinary life at Anfield.

MORE: Sturridge convinced injury woes will make him stronger

(Image: Joel Anderson/Sainsbury's)

Maddock: Daniel, tell us first about your work with the campaign, and the reasons behind it.

Sturridge: "It's really about trying to get kids active and healthy, and to help the schools with equipment, to help them give the kids things maybe our generation didn't have.”

Maddock: Is that message important to you?

Sturridge: "I don't there was a message as such about being active and healthy eating when I was a kid. Now there is a greater emphasis on healthy eating, and also engaging in sport - and for the kids it's not about being good all the time now, it's about engaging anyway.

"When I played sport at school I was fortunate enough to win things, but there were many kids who weren't and I think when you are younger, it's easy to lose confidence when kids make fun of you, and you can get put off by one bad experience. Yet it is important they realise you don't have to be the best – it is important just to take part.”

(Image: Joel Anderson/Sainsbury's)

Maddock: Have there been times when you lacked that confidence and belief?

Sturridge: "I think I like to keep myself to myself, but the people who do know me, know I'm an outgoing person who likes to laugh and joke.

"In terms of confidence, I think I've had it in my football life, but it is something that developed, it just doesn't appear magically.

"Imagine, I've got an older brother who played football and he's the best in the area, and then a family function where my uncles are there, and everyone is playing football and everyone is good, and you almost train yourself to be confident, you have to be because you can't just fit in, you need that self belief. It was something that almost grew with me, and now it's second nature, it's who I am, I have developed self belief. Kids need to realise it's not something everyone needs to have. You don't just get it, it happens over time, and even with me, you have your ups and downs, not everything is perfect it's about growing as a person, as you grow up you have more experience.”

Maddock: Has your belief wavered with the injury problems you've endured?

Sturridge: "I think the problem is when there's expectation, that's when the problems start. People talk about players maybe not doing well. Look at Ronaldo, they say he's not doing so well, when he's only scored 50 goals...

(Image: Angel Martinez)

"You kind of think whoa, the expectation is ridiculous, the expectation he sets is so high and so far beyond what people expect, you actually forget the standards he sets. For me, I'm blessed to be able to score goals and help the team wins games, but with that comes the expectation to score goals on every single occasion. People want those performances all the time. But it's not going to happen every single time. I know that.

"I don't play for a long time and people still expect me to be Daniel Sturridge straight away. You set a bar, a level and if you don't reach that bar straightaway, like clicking your fingers, people start to question, 'what's going on here?’ Players go through ups and downs in their careers… it’s inevitable.”

Maddock: What gets you through those tough periods?

Sturridge: "Some of the greatest players who've played have had years when it's been unbelievable, and then they're unlucky with injuries. Take the original Ronaldo. For me, despite the injuries he's had, even now he's the greatest player who ever played, the greatest ever in my opinion. It's about bouncing back from adversities and believing in yourself, and keeping believing in yourself. I still look up to him to this day, I still watch videos of him, and learn from him, and I realise that I'm not the only one who's had injuries and had to bounce back from then.

(Image: Getty)

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"Every player when they're out - you have to understand it's difficult, and they need to have belief to stay strong through that period. I'm privileged, I'm blessed I'm grateful to God for allowing me to be back.”

Maddock: People have doubted you, questioned your attitude, has it been the toughest time of your career?

Sturridge: "Of course this has been the most difficult spell of my career. But I do think most definitely there is a reason for it. I do believe there is a bigger picture, a bigger plan that God has got in store for me, and I have no doubts about myself and my abilities and what I can do on the football pitch. So getting back into the groove, feeling good, my body feels great, I'm ready to play every game for the team.

"It takes time to get back into the groove coming back from injuries and operation, but the hunger is always going to be there. And now I'm in a place where I feel amazing, and i feel ready!

(Image: Joel Anderson/Sainsbury's)

"It's just a shame the season is finishing as I'm starting to feel better, that’s the sad part - because I can't tell you, I'm feeling great right now.

"There's a lot at stake still though, and it's a good time - I think from myself it was just about myself ensuring I do everything with my body to allow myself to be able to perform, because I know when I go over that white line, people will expect performances, and now I know I can trust myself, I feel confident, I can go on the pitch and have no worries about attacking defences, creating goals, assists, opportunities. They are the only things I'm worrying about.”

Maddock: What do you feel is part of the bigger plan?

Sturridge: "I think the plan is that it makes you stronger, and helps you become what you want to become, yes. And that's how I look at it, I really do. My dad said 'I named you Daniel for a reason', and I was like, ‘yeah dad, whatever’.

(Image: Action Images via Reuters / Lee Smith)

“And now, you know, I do believe that. I feel about myself, I’m not going to say I’m someone kids can idolise. But I feel I am now someone kids can look at and say he’s gone through a lot of things, and he’s had to overcome the odds prior to injuries.

“There’s a lot of kids who have grown up in environments where they are around things they shouldn’t be around, and I am able to say I have made it to where I am today, and on top of that, I’ve had to come through injuries and adversities in my life. But I’m still here, I’m still strong, I’m still smiling, still blessed and still happy.

“You just have to take it with a pinch of salt and say ‘I’m ready for everything that’s thrown at me now'.”

Maddock: People say you don't care.

(Image: Joel Anderson/Sainsbury's)

Sturridge: “Most definitely I think I can come through this and still achieve what I want to achieve. I don’t doubt myself, I don’t doubt my abilities - I go onto the pitch every time and try to leave the stadium with somebody thinking ‘I like the way he plays’. There’s always a new kid watching a match, there’s always a new kid to inspire and somebody who’s had a bad time and need a bit of hope and a smile on their face.

“That’s important to me, to make people smile and give them happiness, enjoyment and all those things.”

Maddock: You matched Suarez goal for goal at Liverpool, now he's on the way to greatness. Can you still do that?

Sturridge: “Suarez is a top, top player, and we had an unbelievable time together. He’s done incredibly since going to Barcelona, and you know, I still have to believe that is my destiny too, most definitely. I don’t doubt it, I don’t doubt the plan... I’ve been through a lot, but I feel like I am a new, improved version of myself.

(Image: Getty)

“Just because I’m probably scoring goals that I didn’t used to score. I’m not used to scoring certain types of goals that I am getting now, and I think it’s down to the time away from the game, watching. The experience I had prior to that and then also being stronger. My body is able to do those types of things.

“I am so ambitious, so hungry right now for success that it is hard to put it into words. I just get excited as every game comes by, to be able to go out there and perform.”

Maddock: There's excitement about Jurgen Klopp, can he help you get there?

Sturridge: “It’s exciting, of course, what the manager is bringing and where we are heading. Maybe people don’t see this, but I am someone who wants to play every minute of every match, so maybe when I’m not starting or when I’m taken off, it’s hard to take... of course it’s hard to take because you want to be on the pitch every single match, every single minute. I can score a goal in the 95th minute, just like in the game against Dortmund.

(Image: BPI)

“For myself I’m feeling so good right now, feeling great and my body is at a level where I’m able to play however many games a week repeatedly and not break down. I am doing everything in my power to be out there on the pitch, and I am feeling good as well.”

Maddock: Can you achieve your aims at Liverpool?

Sturridge: "Who knows what will happen. But there are things I want to achieve with Liverpool. There is always going to be speculation, other clubs being linked to you or whatever. But that is part of football and part of the game. I would never say I am Liverpool until I die, because I would be lying.

“I think any player who says ‘oh yeah, this is the only team I will play for, for the rest of my life’, they are deluded. In football every team looks for replacements every single year. So for myself all I can do every weekend is go out there, perform as well as I can, perform to the best of my abilities, and then come the end of the season hopefully have the European Championships to look forward to and to next year.”

(Image: John Powell)

Maddock: With England you have some real rivals now...

Sturridge: “For me, it’s down to Roy, and who he wants to select on the day. I can only say I know what I can bring to the team and what I can do, and I don’t want to put anyone else’s achievements down... but I will just say I know what I can do, and then it’s down to Roy to select whoever he wants to select. That’s it. I believe in myself, you know.

“The boss has to do his job, and he has the whole nation on his shoulders, so he has to make his decisions. It’s exciting, there are some brilliant strikers to choose from now, and it is exciting for the country.”

(Image: Getty)

Maddock: Can you finally deliver the trophy the nation craves?

Sturridge: “Although there is a lot of excitement, we have to be successful too, you know with all these great players we have got, the incredible goalscoring potential we have got, we have to be successful with this team - that’s the one thing that is important for all the talk and all the focus on the qualities we have.

“If we don’t marry that up with something to show for it, then we will all be devastated... not just the players but the country, because we know the potential we have to be great."

Since 2005, Sainsbury’s has provided over £160 million worth of equipment and experiences. This equipment allows children the opportunity to participate in activities such as cooking, martial arts and dance, encouraging them to lead healthier and more active lives from a young age.

To find out more about Sainsbury's Active Kids, go to: https://activekids.sainsburys.co.uk/