Thursday, January 9, 2014

Fishtail Rides- PUMA

Fishtail rides is a series of fixie bike rides around Dubai every month as part of the PUMA Social which is the other side of the brand where it is more about having fun rather than sports. 
Fixed gear biking is a new phenomenon to the Middle East and is about to blow up this Fall. Currently not available for purchase. PUMA imported a number of fixies to the Middle East to drive a local social campaign after realizing the need to bring the cult Fixie movement to the local hipster audiences. 
Fishtail Rides is providing a platform where a community of like-minded people from different backgrounds can come together and ride. Each one will show a different side to the city, introducing people once more to the sights, sounds and smells of the streets. It's not a race, or a fancy fitness group, it's as complicated as people +fixies = good times.
Ride a different side of your city. Fishtail Rides.
(Dubai, UAE, December) Spreading the continued philosophy that life deserves to be played and enjoyed with friends, PUMA Middle East is focusing on getting people together for social moments by introducing Fishtail Rides.

In a young city, disparate and sparse, a city ruled by cars and taxis, there is little connection with the streets. Somehow, along the line we have become estranged with where we live. Fishtail Rides has been born out of this feeling and a need to reconnect with the streets of our city again.
Fixie culture is blowing up all over the globe and PUMA has taken inspiration from this, added its own twist and introduced Fishtail Rides into a community of people hungry and always looking to broaden horizons.

It’s not a race, or a fancy fitness group, it’s as complicated as people + fixies = good times. With this idea in place, PUMA has developed a short film, using local riders to educate the Middle East what Fishtail Rides is all about.

The film launched in October, showcasing the what, where and how of Fishtail Rides and inherently, fixies: an activity that has been creating waves internationally, yet has still to reach the sandy terrains of the Middle East.

Teaming up with local musicians, PUMA has developed a unique track to the film “Chase the Sun” by Megadon Betamax feat Abri, which narrates the journey of the fixie riders, discovering unseen sides to the city, bringing the film to life through music and lyrics.
So what exactly are Fishtail Rides? They’re 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.

“With PUMA’s mission focusing on desirability and sustainability, Fishtail Rides is an initiative that answers both pillars of our brand vision,” says Abdelhamid Oraibi, Marketing Manager for PUMA Middle East. "Not only are we creating engagement in our community through an innovative and creative activation but we're also highlighting our latest footwear and apparel collections through the rides themselves.”
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. Starting October 25, 2013.

Ride a different side of your city. Fishtail Rides.

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PUMA is one of the world’s leading Sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen and Mihara Yasuhiro. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs about 11,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit