Electra Launch 'Way To Roll Blog'

Electra have recently launched a new blog to document the lives of their 5 Eurpoean Brand Ambassadors who are based in London, Copenhagen, Paris, Berlin and Barcelona. The idea is that the Brand Ambassadors will integrate their Electra bikes into their day to day lives, to make the point that Electra is in a class of it's own - a lifestyle choice, much like using an I-Phone.

The UK Ambassador is Fats Sharrif, who is an integral part of the London Arts community - Fats is riding an Electra Amsterdam. You can follow all their updates on the Way To Roll blog or you can get all their updates by following the Hotlines Twitter feed .