Puma Middle East is rolling out a new regime in Dubai that looks set to turn the tables on the taxis and cars that rule our roads.
Spreading the fun philosophy that life deserves to be played, Puma is focusing on getting people together for social moments by introducing Fishtail Rides, which will see a group of around 100 people cycling at leisure around Dubai.
Fishtail Rides is not a race, or a fancy fitness group, it’s been born out of the feeling and need to reconnect with the streets of our city again – and it looks pretty cool too!
Echoing the laidback fixed gear bike culture of Shoreditch, London, Fishtail Rides is a series of fixed gear bicycle rides where every ride is unique, providing a platform where a community of like-minded people from different backgrounds can come together and ride. Each ride will have its own theme and route, introducing people to the underbelly of the streets in which they live, showing them a different side to their city.
The Fishtail Rides will feature product highlights from PUMA, ranging from the latest AW13 Social collections and carry over to sneak peeks of the upcoming styles and products from SS14, all the while bringing people and bikes together to unite and explore a city on their own terms, riding free and easy on two wheels. The next Fishtail Ride is 31 January.
For more information visit https://www.facebook.com/FishtailRides