Six-time Olympic champion Sir Chris Hoy has been unveiled as Evans Cycles’ new brand ambassador.

He will be the face of the cycling specialist and has designed a new range of cycles branded Hoy, which are scheduled to go on sale in stores in May 2013.

The range will offer three road bikes for the recreational and sport cyclist and four city bikes for the commuter and leisure cyclist. They will be aimed at both men and women.

The bikes will be sold at affordable prices within the price range Evans already offers.

The range brings Evans head-to-head with car parts and cycle specialist Halfords which has had success with its bike ranges from cycling champion Chris Boardman and Olympic cyclist Victoria Pendleton.

Hoy said: “We want the Hoy brand to stand for the enjoyment of cycling and the passion behind it.”

Chief executive Nick Wilkinson added: “The tie-up with Chris will improve our reach. Chris has lots of followers and so we hope to get our brand out there and get more customers.”