Every year in June, The FireFlies cycle over the Alps to the Cannes Lions International Advertising Festival. The challenge is to ride more than 1,000 kms over 20+ mountains in 8 days.

The FireFlies are committed to raising money for Bloodwise, a leading charity which funds research into the treatment of leukaemia and cancers of the blood. Inspired by the courage it takes to fight cancer, the riders tackle the gruelling climbs of the Tour de France. Our motto is ‘For Those Who Suffer We Ride’.