To celebrate the opening of the Fifth Avenue Store and the growing presence of G-Star in New York, Williams went on a bike ride – together with professional BMX riders like Nigel Sylvester, Austin Horse and Anthony DeRosa – from Williamsburg to Fifth Avenue, visiting different G-Star stores along the route. Brooklyn Machine Works, a Brooklyn based bike company also co-owned by Pharrell, provided the bikes for the ride. The New Flagship store is located on the corner of E 41st Street and 5th Avenue in Manhattan.