ROAD RACER Mark Cavendish took a break from being the fastest man on two wheels to launch his first collection for Specialized, which has been designed and developed by Harrogate consultancy The Lift Agency.
The company worked with the cyclist, his management Wasserman and the US firm to develop his first collaborative project with a brand partner.
It saw the company’s CVNDSH logo being used on performance apparel for the first time, with a new helmet, saddle, shoes and accessories.
The new range was launched at a VIP event in London’s trendy Shoreditch and featured a large-scale projection mapping sequence with surround sound that displayed Mr Cavendish’s speed. Antony Robinson, director at the agency, said: “We wanted to engage with all attendees on the night and give them a true understanding of just how quick Mark’s bike travels at his optimum speed of 48mph.
“The new range was designed and inspired by speed, with Mark playing a huge part in the process, and our product displays at the event, even down to an exploded deconstruction of the Cavendish Venge bike, were to bring that element of speed to life.
“As well as the event, Lift launched a new website for Mark, which can be found at cvndsh.com, which serves as a home for his exploits throughout the season.”