Aston Martin Hires ‘Comeback King’ Celebrity Brand Ambassador

The freshly-minted Sir Mark Cavendish knows a thing or two about comebacks. His roster of great accomplishments was nearly derailed at multiple points in his career as he battled broken bones on numerous occasions and two bouts with Epstein-Barr virus.

The recently-retired cycling legend holds the record for the most Tour de France stage wins (35), is an Olympic silver medalist (omnium track cycling, Rio de Janerio, 2016) and won gold (2011) and silver (2016) in the Road Race World Championships.

Cavendish, known to cycling enthusiasts as the “Manx Missile”, a nickname which recalls his roots in the Isle of Man, finished his career on a high note, having earned the win that gave him the solo spot atop the Tour de France all-time stage wins list.

Following his win, publications from around the world featured headlines that dubbed Cav a “comeback king”.

Now, he’s on a new stage, as a brand ambassador for Aston Martin, a company that itself knows a thing or two about comebacks. Cavendish has been signed as the company’s first Global High Performance ambassador.

“This new position will enable Aston Martin to tap into Cavendish’s knowledge to continue building on the high performance culture within the brand whilst bringing insight from the world of high performance competition into the brand’s product and marketing plans and will represent the company at selected events,” the company said in a press release.

Cav’s first tour in the new DBX707 SUV was a spin around the Isle of Man. “I’ve been thoroughly enjoying the DBX707, it’s an absolute beast, handling the twists and turns of the Isle of Man with ease. They’ve even fitted it with a bike rack for me,” Cavendish said.

The car, which has a top speed of 194 mph, is finished in Photon Lime paint, reminiscent of the green jersey that is worn by a rider who is leading the sprint points classification each day during the Tour de France.

Cavendish has twice found himself wearing the jersey as the race crossed the finish line on the Champs-Élysées in Paris, at the completion of three weeks of competition.

In addition to Aston Martin, Cavenish has working relationships with Oakley, Nike, Monster Energy Drink and Richard Mille.

He and his wife, Lady Peta Cavendish, are longtime supporters of Help For Our Heroes, a charitable organization that provides tailored and holistic support for the physical and mental health, and welfare and social needs of military veterans and civilians that worked under UK Command in Afghanistan, such as translators and embedded journalists.