Muzzled Missile no more: Mark CVNDSH is back

Mark Cavendish, British road race national champs 2013

There's divided opinion on whether Mark Cavendish's revamped slogan "FST AS FCK" is crass or characteristically apt. Regardless, it's a selling point the Manxman is determined to come good on starting at Saturday's Tour de France Grand Depart.

Cavendish, in conjunction with Specialized, was in London yesterday to promote his name as a commercial brand and launch the slogan and redesigned logo "CVNDSH". 

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Sophie Smith is an Australian journalist, broadcaster and author of Pain & Privilege: Inside Le Tour. She follows the WorldTour circuit, working for British, Australian and US press, and has covered 10 Tours de France.