Craft sponsored underdog turns heads and pages with the release of new book

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Friday 22nd October marks the release date of one of this year’s hotly anticipated autobiographies – REDEMPTION – the true life story of John McAvoy, with the support of his sponsors Craft.

The death of John’s closest friend and erstwhile partner-in-crime on a botched robbery in Holland made John obsessed with escaping his past. Despite being in prison, he was driven to forge a new identity. Using the mental strength and physical courage he was always known for, he smashed six British and three world indoor rowing records while in jail. Four of those British records still stand.

His story and what’s more his drive to change his life through sports, were picked up by Swedish brand Craft, four years ago and the brand have stood by him ever since encouraging him to develop as a sportsman and continue changing his life.

Determined to keep reaching new heights after his release on life parole, John had a brief spell with London Rowing Club which culminated in his move into Ironman triathlon. Having completed three full distance Ironmans, survived an interview with Sir Trevor McDonald and published his autobiography, John is determined to use his impressive cardiovascular capabilities to earn a podium place and add Ironman champion to his list of accolades. Craft fully believe John will achieve this, and they will make sure he does it in style, despite not riding his first proper bike until the age of thirty.