Shaun Palmer lamenting what could have been in Intense Cycles' video Sean Palmer Coming Home.

Intense Cycles has tapped action sports legend Shaun Palmer to be their new brand ambassador and talent scout, with hopes of putting the storied SoCal brand back on top of the World Cup podium. It's a homecoming of sorts for Palmer, who along with a handful of other Southern California superstars helped to put the Temecula, Calif. brand on the map, riding the M-1 DH bike to victories all over the world in the 1990's.

In addition to ambassador and team duties at Intense, Palmer will also make dealer visits and serve as a tech rep for the brand according to Marketing Manager Jenifer Gabrielli. And while she says Intense is targeting the downhill World Cup, fielding slopestyle and enduro athletes will also likely be a goal.

Intense Herrick Palmer

Intense CEO Andrew Herick (left) hangs out with Palmer and one of his signature vintage Cadillacs during the shooting of Sean Palmer Coming Home.