Release
Ride With Pride: Lime celebrates Matariki, Pride, culture and community - Soda Communications
16 Jun 2025 11:18 AM
This June, Lime is proud to launch ‘Ride with Pride’, a special campaign showcasing a limited-edition fleet of Lime scooters across Tāmaki Makaurau, featuring striking designs by local artist and curator
Tyson Campbell (Te Rarawa, Ngāti Maniapoto) that celebrates Pride Month and Matariki.
The design weaves together powerful symbols for both occasions, including the nine stars of Matariki, the Intersex-Inclusive Pride colours, XY0 chromosomes and the Roimata Toroa tukutuku pattern,
which represents grief and healing.
Tyson Campbell said Matariki is a time to reflect and honour those who have passed, as well as look
into the future.
“Each of the nine stars of Matariki represents a different realm of the natural world and our deep connection to it. Their presence in the design evokes a time of reflection, reconnection and new
beginnings,” Tyson said.
“The work connects those traditions with the richness and diversity of the LGBTQIA+ communities
who are also navigating their journeys with courage and pride.
“The inclusion of X, Y, and O symbols highlights the ways society often attempts to define identity through biology—while the flowing Intersex-Inclusive Pride colours push back, celebrating fluidity, diversity and lived experience. In the background, the Roimata Toroa tukutuku pattern speaks quietly
yet powerfully to themes of loss, resilience and spiritual connection.”
Senior Director APAC at Lime Will Peters said this campaign brings together two powerful cultural
moments in Aotearoa that Lime is honoured to support.
“Tyson’s work reminds us of the strength that comes from embracing both where we come from and who we are. At Lime, we believe in making space for all communities to be seen, heard and
celebrated,” Will said.
“Lime is proud to elevate local Māori voices and create space for deeper cultural storytelling. Ride with Pride invites riders to reflect on who we are, where we’ve come from, and how we move forward
together.”
For more information, visit li.me/pride-2025
About us:
About Lime
Lime is the world’s leading shared electric vehicle company, offering smart, affordable, and sustainable transport in cities across the globe. In Aotearoa, Lime is committed to creating safer, more connected communities, one ride at a time. Learn more at li.me.
About Tyson Campbell
Tyson Campbell is an artist and curator from Tāmaki Makaurau. His work explores Indigenous
knowledge and ways to create positive change in communities and institutions. Learn more at studio-tysoncampbell.com
Contact details:
Bria Rechner
Soda Communications
0434 211 480
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