Ride a different side of your city
Back in 2014, PUMA created a unique Middle Eastern concept - the Fishtail Rides. In a young city such as Dubai: disparate and sparse, a city ruled by cars and taxis, there is little connection with the streets. Fishtail Rides was born out of this feeling and need to reconnect with the streets of our city. Each month PUMA recruited Fixie bike fanatics to grab their bikes and hit the streets, finding new routes and hidden gems of the city.
This Sole DXB, PUMA Middle East launches the complete Fishtail Rides book – a coffee table book compiling all the images that captured the best moments from each ride. The journey from initial brand identity creation, the never before seen behind the scenes making of the launch film and soundtrack that kicked off the monthly themed rides. Each chapter is dedicated to one of the unique single speed rides that introduced people to the sights, sounds and smells of the streets. From the Skydive Dubai airstrip, cultural Bastakiya, riding Jumeirah with the Dosnoventa crew, Safa Park and DOSC, the rides encouraged cyclists to reconnect with the streets and ride a different side of their city. In between chapters is the PUMA Select 2014 collection preview creatively directed by independent design agency M&B.
This limited edition book will launch exclusively on Saturday 21st November at the PUMA Select space from 3-5pm, supported by DJ MoCity.