British Cyclist Mark Cavendish Teams Up With Specialized To Launch Own Cycling Brand

British cyclist Mark Cavendish "is to launch his own brand, CVNDSH, in an effort to capitalise on the rising popularity of racing" in the U.K., according to Alex Brownsell of MARKETING MAGAZINE. Cavendish "rose to prominence in 2011 by winning the prestigious 2011 Tour de France green jersey and becoming BBC Sports Personality of the Year." At an event in London Monday, the sportsman revealed that "he has teamed up with cycling equipment maker Specialized to roll out a dedicated range of cycling products." The products will carry a new, predominantly-green logo, featuring the letters CVNDSH, to represent Cavendish’s "unwavering pursuit of the colour green." The sprint cyclist is known for his outspoken interviews and the brand’s tagline will be "Fst as Fck" (MARKETING MAGAZINE, 6/25).