Land Rover signs up Bear Grylls

Tying the famous outdoorsman to the equally famous offroad brand is a natural fit, really, so it's a wonder it hasn't happened sooner.

In his ambassadorial role, Grylls will support Land Rover's activity globally and play an integral part in the launch of the New Discovery Sport, which will be revealed on 3rd September via www.landrover.com.

On his appointment, Bear Grylls said: "I've used Land Rover vehicles throughout my life, during my military career, on countless expeditions and then while filming, from deserts and jungles to the highest mountains. They always deliver a rugged reliability that you can always count on when the chips are down in hostile environments."

As part of his role, Bear will also mentor Land Rover's Next Generation Explorer, 22-year-old Alex Woodford (who won the Discovery Adventure Challenge in February), during a high-adrenalin adventure later this year.

Mark Cameron, Brand Experience Director at Land Rover, explains: "There are not many people out there that live and breathe the Above and Beyond spirit more than Bear Grylls. He regularly tackles the biggest adventures on this planet, which is why he's such a good fit with Land Rover. We look forward to working with him and taking our customers on the adventure of a lifetime with Bear."

In one of his first projects with Land Rover, Bear appears in a short video that alludes to the ultimate adventure. The teaser film leads up the reveal of the New Discovery Sport on 3rd September.