Brand ambassador Nicolas Roux takes on challenge to help mark company's 125th anniversary...

Mavic has revealed that its brand ambassador Nicolas Roux will next week attempt to set the fastest time for the “Tour du Mont Blanc” – a 330km ride on French, Swiss and Italian roads around the highest peak in the Alps.

The route of the ride, which is being done to help mark the French brand’s 125th anniversary, includes two cols that top out at more than 2,000 metres – the Great St Bernard Pass (2,469 metres) and the Little St Bernard Pass (2,188 metres).

Roux, who has won the past two editions of L’Etape du Tour, will have to tackle five hors-catégorie climbs, with a total height gain throughout the ride of more than 8,000 metres in his attempt to beat the current record of 11 hours 41 minutes.

He will be equipped and supported by Mavic throughout his ride, which you can follow on Twitter – with the hashtag #montblancrecord – Facebook and via GPS tracking on the website Map My Tracks starting at 6am on Monday 2 June.

The fifth edition of the Tour du Mont Blanc, with 300 cyclists competing solo or in relays, will take place on 20 July 2014.

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.