Ali & Sons Škoda UAE and Wolfi’s unite

with an innovative new pop-up store

Ali & Sons Škoda UAE and Wolfi’s unite to drive UAE cycling forward with an innovative new pop-up store

Swift response after unexpected incident strengthens partnership between Ali & Sons Škoda UAE and Wolfi’s
New Wolfi’s Pop-Up Store opens inside the newly launched Škoda Dubai showroom, ensuring uninterrupted service for cyclists
Collaboration reflects Škoda’s deep cycling heritage and commitment to community-centred mobility
Partnership enhances mobility and road safety support for Wolfi’s Racing Team and the Dubai Roadsters through Škoda vehicles

Just three weeks after announcing their official collaboration, an unforeseen incident brought both brands closer: a fire severely damaged Wolfi’s flagship store on Sheikh Zayed Road. In response, Škoda and Ali & Sons Motors acted immediately, offering Wolfi’s one-third of the brand-new Škoda showroom on Sheikh Zayed Road as a fully operational Wolfi’s Pop-Up Store. This swift and collaborative action ensures that Wolfi’s can continue serving the UAE’s cycling community without interruption.

A Partnership Strengthened Through Action
Now open inside the Škoda showroom, the Wolfi’s Pop-Up Store provides cyclists with seamless access to everything they expect from Wolfi’s: bike sales, accessories, expert servicing and repairs, and a space to reconnect with the cycling community.

Customers visiting the Wolfi’s Pop-Up Store can also explore the latest Škoda models celebrated for their cyclist-friendly features, enjoy the in-showroom Škoda café, or take a test drive while their bikes are being maintained. To enhance the experience, Wolfi’s customers visiting the showroom will enjoy exclusive Škoda benefits—including home delivery of newly purchased bikes in a Škoda vehicle paired with a weekend test drive, as well as opportunities to win Škoda merchandise and exclusive tickets to L’Étape Dubai by Tour de France, powered by Škoda.

Our partnership with Škoda has always been genuine and organic. It became even more meaningful over the past weeks, when Škoda offered us a new pop-up home in their showroom. What both teams achieved in such a short amount of time is nothing short of remarkable. We are deeply grateful to Škoda for helping us get back on our feet and continue serving cyclists who rely on us every day.

Wolfgang Hohmann

Founder of Wolfi’s

Wolfgang HohmannFounder of Wolfi’s

Lukas Honzák, Managing Director of Škoda Middle East, added: “Škoda was born from cycling, and supporting the UAE’s cycling community remains at the heart of our mission. When the fire affected Wolfi’s, our response was guided by our human approach—to help, act quickly, and stand with partners who share our values. I want to recognise the outstanding efforts of both Wolfi’s and Ali & Sons Motors, who transformed a difficult situation into a forward-looking opportunity. This temporary home for Wolfi’s inside our showroom is more than a solution; it is a symbol of what authentic partnerships can achieve. Together, we can reach wider communities, and shape the future of mobility and retail.”

The strengthened partnership is rooted in Škoda’s long-standing history in cycling, dating back to 1895 when the brand began as a bicycle manufacturer. Today, Škoda continues to champion the sport as a global partner of the Tour de France, L’Étape by Tour de France and the UCI Mountain Bike World Championships.

The original collaboration, announced at the Wolfi’s Racing Team 2025/26 Season Kick-Off Event in October 2025, includes Škoda’s support for the professional and amateur cycling teams under the Wolfi’s umbrella: Wolfi’s Racing Team and the iconic Dubai Roadsters. As part of the two-year agreement, Ali & Sons Škoda UAE is providing the latest Škoda Kodiaq and the all-new Superb Wagon models to support team logistics, community rides, and cycling activations.

At Ali & Sons Motors, we have always believed in supporting the local community, and recent events have made this partnership even more personal. Extending our space to Wolfi’s was simply the right thing to do. Together, we are building something truly special for the UAE’s cycling culture.

Mark Austin

Group General Manager, Ali & Sons Motors

Mark AustinGroup General Manager, Ali & Sons Motors

Driving the Cycling Community Forward
With more than 40 athletes across multiple disciplines, Wolfi’s Racing Team and the long-established Dubai Roadsters represent the UAE’s passion for cycling, performance and inclusivity. With enhanced support from Škoda and Wolfi’s, these communities will continue to grow welcoming riders of all levels to weekly training sessions and social rides across Dubai.

“This partnership perfectly reflects what both brands stand for: performance, passion and community,” said Sam Whittam, Chief Strategy & Growth Officer at Wolfi’s. “The pop-up store “This partnership perfectly embodies what both brands stand for: performance, passion, and community,” said Sam Whittam, Chief Strategy & Growth Officer at Wolfi’s. “Together, we aim to inspire more people to get on their bikes and be part of the UAE’s vibrant cycling culture.”

What began as a planned collaboration has evolved into a powerful demonstration of shared values, resilience and customer-centric thinking. With the opening of the Wolfi’s Pop-Up Store at the Škoda showroom, both brands reaffirm their commitment to supporting the UAE’s vibrant cycling community and creating new, innovative mobility experiences.

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