British sprinter Mark Cavendish of the HTC-Highroad won his third Scheldeprijs earlier today but this year the 25 year old did it on a new Specialized Venge.
This bike made a splash last month when it was launched, with news of the launch going viral within hours.
Soon after the official launch, Cavendish was beaten to the line at Milan San Remo by team-mate Matt Goss, riding a Venge.
On the latest Spokesmen podcast, Chris Matthews, senior manager for global marketing at Specialized talked about the win at the Tour of Flanders on a Specialized (but not a Venge) and also how the launch of the Venge was carefully planned and stage-managed.
After watching today's race, tech editor of Cyclingnews.com James Huang tweeted:
"Damn, @iamspecialized sure knows how to launch a bike. New Venge has now won MSR and Scheldeprijs. Maybe Sinyard should try politics next?"
Mike Sinyard is the president and founder of Specialized.
There's more comment here on the Venge launch.