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Volume 24 No. 156
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Mark Cavendish Rolling Out His Own Brand Of Cycling Equipment

Cyclist Mark Cavendish is launching his own brand, CVNDSH, "in an effort to capitalise on the rising popularity of racing in the U.K." Cavendish is partnering with equipment manufacturer Specialized to "roll out a dedicated range of cycling products," all of which will carry a "new, predominantly-green logo." The brand's tagline will be "Fst as Fck," reflecting Cavendish' reputation for giving "outspoken interviews" (MARKETINGMAGAZINE.co.uk, 6/25).