Watch as an extra large Easy Rider III puts the pedal to the metal in Ghent’s city square.

Last month PUMA Archive presented the 3rd and final chapter of the MP3 Beatdown series. The MP3 Beatdown Championships were held at Boston’s Institute of Contemporary Art (ICA) and like the previous PUMA MP3 Beatdowns, it was action-packed. If you were unable to attend, we documented the madness for your enjoyment.

Watch behind the scenes as our giant Easy Rider transforms from an extra large shoe to an extra large, radio controlled shoe.

On March 20, PUMA and Boston’s Institute of Contemporary Art (ICA)

threw an exclusive Mongolian BBQ bash for Boston area teenagers. This art-as-fashion collaboration was organized by the ICA’s Teen Arts Council, a group of high school students that promotes creative events at the museum, connecting teens to contemporary art and each other.

The event was organized around the latest ICA exhibit, Supply and Demand,

which featured the work of Shepard Fairey: radical street artist and counter-culture revolutionary, most recently noted for his “Obama Hope” print.

PUMA took over one of the ICA’s wings and transformed it into a full-blown sneaker-making factory, where over 200 teens designed their own First Rounds. They mixed and matched materials and colors (hues that hailed

Fairey’s bold graphic prints), from their uppers right down to their pretty little eyelets.

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After a brief hiatus PUMA is back to present the 3rd and final chapter of our MP3 Beatdown series. The MP3 Beatdown Championships will culminate at Boston’s Institute of Contemporary Art (ICA) on the waterfront on Wednesday July 29th. This one promises some of our craziest match ups yet. It will be an 18+ event so for those of you who couldn’t make it into rounds 1 and 2 this is your chance to witness the insanity!

As always this event is FREE so come out early because the battle STARTS at 9:00PM and we have a strict capacity so don’t get left out!

A film by Daniel Leeb of Cinecycle Productions

A Portrait of the legendary Italian Frame Builder Giovanni Pelizzoli aka “Ciocc” . Ciocc shares his wisdom and life story while handbuilding a revolutionary new frame for urban fixed gear cycling. Ciocc demonstrates that the tradition and craft of framebuilding’s Golden age can be re-born and push the technical frontier of Cycling’s future. . also Feaures Ed “Wonka” La Forte and Antonio Colombo with an original soundtrack composed by Amedeo & Simone Pace of BlondeRedhead.

Coming this summer to a theater near you!
Check bicyclefilmfestival.com for showtimes

Anima D’Acciaio Trailer Ver5.1 from Cinecycle on Vimeo.

PUMA and the EasyRider’s trendsetting style is trekking around France. Not a tour of the countryside, mind you, but an exclusive, 8-date, city-hopping tour. Each date corresponds with one shop. During that time, street teams will be going ‘round town to promote the EasyRider III shoes and their the partner shop.

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Like vintage wine, some things just get better with age. Such is the EasyRider III. To celebrate its rebirth of natural style, PUMA Ukraine held a Vintage Cocktail party on March 12, 2009 at the notorious Kommunalna Kvartyra restaurant in Kyiv. With over 200 guests in attendance, the party proved to be the social hotspot.

In addition to one hot night out on the town, PUMA Ukraine teamed up with MAX magazine to create a vintage photo session with a focus on EasyRider III style and PUMA Archive. Two A-list celebrities participated in it: Vasilisa Frolova, a notable television personality, and Vlad Yama, a celebrity dancer.

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On April 22nd, PUMA and Rodeo magazine held a cocktail party/sneaker soirée to celebrate the launch of PUMA’s 2009 collection.

The event was held at Milan’s Superstudio 13 – a magnet for the city’s elite trendsetters and trailblazers. Among the nearly 400 in attendance were Italian press, celebrities, designers, rock stars, art directors, urban opinion leaders, and social scene-stealers.

The event was highlighted by the presentation of Rodeo’s latest issue. A DJ set by Marcelo Burlon, Editor of Rodeo, kept the beats bumping while beverage partner, Campari kept the guests quenched and partying.

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Last week, PUMA and Vimby brought you the exclusive video of the Erykah Badu After-Party + Jam Session. If that wasn’t enough, we were able to get our hands on some of the event images and wanted to share them with you. Enjoy!

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