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Cavendish, nicknamed "The Manx Missile", 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 yesterday (24 June), the sportsman revealed 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".

According to Specialized, rather than simply representing a "badging exercise", this venture will help to "bring Mark closer to the consumer".

Speaking at the launch event, Cavendish said: "If people talk about Mark Cavendish the cyclist, the first thing they say is speed, so the logo had to show that.

"For me, the Green Jersey is this icon, it has been a very important colour in my career. It feels right to build on that, not just as a cyclist, with a commercial brand. I've never put my name to things if I don't believe in them.

"I didn't expect [fame], it wasn't about being famous for me, I wouldn't have got into cycling for fame. But it’s incredible to see [popularity of sport] and to be a part of that movement, it's a massive honour."