Puma definetly has a large involvement in bike culture and have maintained a strong presence supporting innovations in the bike community. Their newest contribution is the “I-Cycle Film Series“; a series of short films exploring different aspects of the cycling world. The film series also focuses on some of the industries biggest advocates, such as Matthew McGuinness of Re-Bicycle; founder of the Bicycle Film Festival, Brendt Barbur; and CMO of Puma, Antonio Bertone. The collection of short films can now be seen at the I-Cycle website.