Green Is The New Yellow
With so many cycling fans at the agency, today’s a great day for team Nike with the launch of our new Mark Cavendish campaign, ahead of the Tour de France starting tomorrow.
Across the continent Mark is a household name – the fastest road cyclist in the world. He took four stages in the Tour de France last year, four in the Giro this year, two in the recent Tour of Switzerland and he won the Milan – San Remo classic. Dave Brailsford (the brains behind Team GB’s cycling success in Beijing) has described Cav as “the new Wayne Rooney”, his team owner says “forget Armstrong, Cavendish is the big story this year”. Despite being our best British cycling hope in years, here in the UK he remains virtually unheard of – and where he is known he has a reputation for his emotional post-race outbursts, his ability to say the wrong thing and what a lot of people claim is ‘arrogance’ about his own abilities.
But the one thing that no one can argue about is his speed on the road.
This execution puts the debate and the arguments to one side and lets his speed do the talking. As well as the image which appeared full page in Sport magazine editorial today alongside numerous cycling blogs, we’ll be releasing a series of filmed interviews throughout the three weeks of the tour each giving a different perspective on Cav’s approach to the race. The first sets up his ambitions for this year:
(http://www.youtube.com/user/NikeAdvertising#play/all/uploads-all/0/sE8zhUYMHA4).
We can’t wait to see what he’s capable of doing over the next three weeks. And to see if he can really bring that green jersey back to the UK…