Uttoxeter and Burton will again unite behind its greatest ever sportsman as he starts his campaign to defend three world titles.
People across East Staffordshire will be glued to their TV sets from Sunday, when Adam Peaty takes to the pool in Budapest, in Hungary, for the swimming World Championships.
The 22-year-old’s profile in the build-up to the championships has gone through the roof compared to where it was before the 2015 championships in Kazan.
Since winning gold in the 50m and 100m breaststroke in Russia, as well as winning the 4x100m medley relay, he has picked up an Olympic gold, smashing his own world record in the process.
The lad who grew up in Byrds Lane, in Uttoxeter, has now become a household name, been awarded an MBE – and of late even enjoyed a spot in the Royal Box at Wimbledon.
Such is the scrutiny of Peaty that he is being watched by opponents looking to pick up the secrets of his incredible success in the pool.
He told the Express: “You can tell they are wanting to learn from me.
“When you go to a professional meet, there are cameras set up and they will be looking at what I do at the start and end of my kick, and what’s the stroke that’s different from theirs.
“But I’ve always said that a copy is not as good as the genuine product.”
One of the swimming federations that has been studying the breaststroker’s technique is Japan’s.
And that is where Peaty will be when he aims to become the first ever British swimmer to retain his Olympic title in 2020.
Peaty himself learnt from his heroes, including Japanese great Kosuke Kitajima.
In his interview with the Express, he said: “I was obsessed by watching videos of other swimmers’ technique and how they trained.
“It taught me a lot and the best way to learn is visually.
“I took so much away from motivational videos but I don’t need to watch them any more as I know what I want in the future.”
Peaty qualified for the World Championships by romping to victory in the 50m and 100m breaststroke races at the British Championships earlier this year.
But it was not his victory, which was fully expected, that made the headlines.
The former Painsley Catholic College pupil made the headlines when he gave his 100m medal away to a 10-year-old fan in the crowd.
He saved his 50m nationals gold medal for his grandma Mavis Williams, who became known as "Olympic nan" because of her unwavering support of her grandson during Peaty’s Olympic exploits.
When he returned home from Rio, Peaty enjoyed an open-top bus tour around Uttoxeter, with thousands of people turning out to pay tribute to their hero.
Driving rain and winds did little to discourage townsfolk from the rare opportunity to salute one of their own as an Olympic champion.
Peaty will take to the Budapest pool with a striking tattoo of a lion on his shoulder, which he had inked shortly after returning from Rio.
Not long after his exploits in Budapest, Peaty will head for Africa for a huge multi-sport charity challenge with coach Mel Marshall in Zambia.