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Motorcycle star stops traffic for PUMA Ducati
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The fruits of PUMA’s collaboration with Ducati are now available in the UK and, to celebrate, 2006 Ducati Xerox World Superbike star Michel Fabrizio brought London traffic to a halt.

At 6.30pm on Wednesday 30th July 2008, 10 Ducati riders set off from London’s Lexington Street and then parked across Beak Street to create a blockade around the Carnaby Street entrance. Fabrizio made a dramatic entrance, each riding a 1098 – the road-going version of the bikes contested in the World Superbike Championship. On arrival at Carnaby Street he posed for photographs with gorgeous grid girls. 

Fabrizio then walked to the PUMA Store, 51-55 Carnaby Street, London, WN2 2DY, where he posed for more photos before entering the launch event. Members of the public were allowed into the event, where Fabrizio signed posters and had his photographs taken with fans, which were printed out and ready to take home on the night.

The event was organised by independent integrated marketing and communications agency 3sixteen.

At the end of the evening Fabrizio picked PUMA’s prize draw winner who received two coveted passes to the World Superbike race at Brands Hatch.

Those attending the event were also among the first to check out PUMA’s Ducati range in the UK. PUMA has worked closely with motorsports brand Ducati to create moto lifestyle footwear and apparel for fashionable style-setters and motorsports enthusiasts alike. Designed by PUMA, each piece has strong creative insights from the Ducati design team.

Infused with Ducati-design DNA, the Panigale uses key elements from contemporary bike designs, especially the Italian brand’s iconic high performance bikes. A truly innovative style, the shoe is built around a 360-degree graphic, representing the famous racing stripe on the S4Rs. Materials are also reminiscent of the characteristics of Ducati’s bikes: glossy leather upper, carbon-optic heel construction and traditional white, black and red color combinations.

July 30, 2008
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