Step aside, Footon-Servetto, there's a new fleshtone kit in town - and it's all for a good cause...

If you thought Footon-Servetto’s 2010 outfit took fleshtone-coloured kit as far as it could go, think again. Double track world champion and three time Olympic medallist Rob Hayles will be helping give the Male Cancer Awareness Campaign plenty of, er, exposure this Wednesday at London cycling café Look Mum No Hands! as he helps launch its 2012 series of Balls Out Challenge rides, complete with a rather eyecatching kit.

“We are over the moon to announce our new signing of Rob Hayles as Near Naked Man Cycling Ambassador,” commented Patrick Cox, founder of the Male Cancer Awareness Campaign.

The charity says that its Team Near Naked Man outfit, complete with strategically placed (or not, depending which side you dress) figleaf, “is not only the world’s most eye catching cycling apparel, but it cannot be bought, it must be earned!”

The way to do that is to sign up to one of the Balls Out Challenge events on the charity’s fundraising website, and anyone who commits themselves to a ride will also be invited to a Rob Hayles training day that will conclude with ‘end of season awards’ in the evening.

Hayles, who besides his successful track career also competed for teams on the road including Cofidis, Endura Bikehut and Endura Racing and now acts as a TV pundit among other things, will be at Look Mum No Hands! on Old Street from 7pm this Wednesday 14 March.

“Male Cancer Awareness Campaign is a small, brilliant and highly innovative charity,” he said. “Designing the world’s most eye catching cycling apparel to help raise awareness and reduce embarrassment of male cancer is something else! I am excited to be working with them to help achieve their aims and goals.”

The charity added that it was looking forward to working with Hayles not just because of his achievements in the sport, “but also for the enthusiasm and sense of fun he’ll bring.”

It added: “And after hearing some of his exploits, it seems he’ll fit just nicely into the near ‘naked’ role!”

Sounds intriguing. Anyone else interested in seeing a tell-all autobiography?

Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.