New Belgium Brewing and Urban Assault Rides
New Belgium Brewing Serves Up Title Sponsorship for Six Urban Assault Rides Across the Country.
Bicycle scavenger hunt exemplifies good times off the grid.
Fort Collins, CO – New Belgium Brewing, makers of Fat Tire Amber Ale, today announced that it will serve as the Title Sponsor of six of the eight Urban Assault Rides™ hitting streets across America this summer. The “Pedal Powered Urban Adventure” taps into the bicycle culture that New Belgium has long embraced with events like Tour de Fat and their bike commuter advocacy program, Team Wonderbike www.followyourfolly.com.
The Urban Assault Ride is a bike scavenger hunt that involves street-smart riding, physical challenges and a huge after-party. Friends, couples and families (kids 7-12 encouraged) are asked to stretch their mental muscles and bike skills as teams of two choose their own course connecting checkpoints around town, completing crazy challenges at each stop.
Participants could be racing adult big wheels, careening down an inflatable slip ‘n slide, or jousting on BMX bikes. The challenges are different in each city, so you never know what’s in store. Prior to the event, www.urbanassaultride.com lists checkpoints riders must reach during the day. There’s no set route, so teams must strategize to pick the best course around town. The first team to hit all checkpoints and cross the finish line wins.
The after-party features New Belgium beer, food, live music, a raffle, and a host of two-wheeled shenanigans. This is the sixth season of the Urban Assault Rides, this year adding new cities and a heightened message of sustainability. Event organizers and New Belgium are at the forefront of promoting the bicycle as alternative transportation, encouraging everyone from weekend warriors to athletes and families to rely on pedal power to navigate around town and enjoy every moment. Sign up today at www.urbanassaultride.com and learn more about New Belgium at www.newbelgium.com or visit www.followyourfolly.com to join Team Wonderbike.
The 2008 schedule is as follows:
7/20 Ft. Collins – The Title Sponsor here is our friend and neighbor Rio Grande Mexican Restaurant
8/24 Madison – The Title Sponsor here is the beloved Trek bicycles
About New Belgium Brewing Company
New Belgium Brewing Company began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces seven year-round beers; Fat Tire Amber Ale, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit and Trippel, as well as a host of seasonal releases. In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role model with progressive programs such as employee ownership, open book management and a commitment to environmental stewardship. For more information, visit www.newbelgium.com.
About Urban Assault
Urban Assault is the pedal-powered urban adventure produced by Adventure Fit LLC, a Colorado-based experiential sports marketing company that produces fun-focused events and sports teams. Adventure Fit events are unique in that they combine a variety of sports, fun, and physical challenge Founded on the slogan “Come out and Play!”, Adventure Fit has produced some of the country’s most popular participatory sporting events, including the King of Jester and Fiesta de Bicileta. Visit www.urbanassaultride.com or www.adventurefit.com for more information.