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San Diego retailer runs 'Find-A-Phat' promotion with bike brand

Published November 11, 2014

PACIFIC BEACH, Calif. (BRAIN) — Bicycle Discovery, a San Diego-area retailer with two locations, is running a promotion with Phat Cycles, a fat-tire beach cruiser brand.

Bicycle Discovery is displaying two new Phat Cycles bike models locked up at its store in Pacific Beach. The store has begun leaving clues on social media about the location of a key that will unlock the bikes. The first people to find the keys can unlock the bikes and choose which to take home. Phat Cycles ran a similar promotion at Interbike this year.

Phat Cycles, based in Huntington Beach, California, has been hinting for a month about which city and retailer would host the Find-A-Phat search.

"San Diego and Bicycle Discovery make a perfect fit for the Find-A-Phat search," said Ed Hickey, Phat Cycles' vice president of sales and marketing. "The city has a strong cycling community and independent spirit. Bicycle Discovery, just steps from the pier in Pacific Beach, is the very heart of the city's vibrant beach cruiser culture."

The key to unlock the bikes will be hidden somewhere in San Diego on Dec. 6. Bicycle Discovery and Phat Cycles have already started giving out hints on Facebook, Twitter and Instagram to help narrow down the key's eventual location. The hints and tips will continue until the key is hidden and found on Dec. 6. The winner will bring the key to the store in Pacific Beach, unlock the bikes, and select which one to take home.

The promotions are part of the brand's introduction of two new fat-tire beach cruiser models, the Bomber and the Rogue. Both feature a range of colors and 26 x 4-inch tires. The both retail for $479.99, with a seven-speed aluminum framed version of the bomber retailing for $579.99.

Phat Cycles is also giving away a Rogue or Bomber beach cruiser online through a free-to-enter contest on its Facebook page.

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