May 04, 2011 12:00AM

after hours athletics

Puma and VICE attempt to make beer and bowling compatible.

Physical exercise is an activity best reserved for weekdays ? the early morning starts, the unflattering outfits, the unpleasant relationship that exists between booze and subsequent physical exertion? It seems Puma finally understands this modern-day predicament and, instead of punishing us for holding these opinions, they actually condone them. Their latest campaign celebrates the After Hours Athlete ? the sort that prefers 5am cab rides home to 5am wake-up calls.

Melbourne (the city with perhaps the highest density of cool-things-to-do-after-hours per capita) has certainly embraced the idea. Last Friday night saw hordes of night-owls (and a few terry-towelLing headbands) descend upon Melbourne's Strike Bowling to join Puma and VICE in putting their ten-pin skills and general after hours endurance to the test. The event was another unique chapter in the Puma Social Season ? which kicked off last year with mini-golf nights ? and embraced the idea of games played in the dark with mates.

With this in mind and drinks in hand, this Friday Sydneysiders will be getting the ball rolling from 9pm at King Street Wharf. Still not convinced that bowling shoes are your jam? The Go! Team will be playing on a custom-build stage over the lanes!

Score tickets to this event by purchasing Puma up until May 5 at participating stores, or visit www.viceland.com/au/afterhours to try your luck in the giveaway.

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Words: Hannah Ongley