Mitsubishi UK has appointed legendary winter Olympian “Eddie the Eagle” Edwards as its latest brand ambassador.

The world famous ski jumper – known for his inspirational performances at the Calgary Games in 1988 – has partnered with the brand to promote its ASX crossover; a model that Mitsubishi says reflects his own adventurous spirit.

As part of his role, Eddie the Eagle will appear in a series of 'ASX Adventure Advanced' social media videos in which he will put his daredevil reputation to the test in a range of adventure sports challenges. As the series progresses, the challenges Eddie must face will take him far outside his comfort zone and into unfamiliar territory.

Launching the partnership, the eccentric ski jumper, whose life story was told in a blockbuster Hollywood movie released earlier this year, said: “I’m absolutely delighted to be working with a brand like Mitsubishi that shares my own sense of fun and excitement. I’m really looking forward to giving some thrilling adventure sports a go as we shoot this series of videos. It should be great fun.”

Toby Marshall, Sales and Marketing Director for Mitsubishi Motors, said: “I met with Eddie earlier this year and was captivated as he shared his fascinating life story. He’s a great character with an indomitable spirit and he’s the perfect fit for our brand and, in particular, the ASX.”

Priced from £15,249 OTR, the ASX  is available with a choice of ‘powerful, yet efficient’ petrol and diesel engines, and comes with a five-star Euro-NCAP safety rating. Each model is equipped with on-board tech and equipment and is available with two- or four-wheel drive.