Two men in armour charge at each other across a London park, lances raised, riding rented Lime electric bikes instead of horses. Hundreds of people crowd around them chanting “joust, joust, joust!” The organisers call it performance art. Lime, whose bright green bikes are the stars of the show, says they are “not for jousting.”
A Joke That Drew a Crowd
The first Lime bike joust took place in October at London Fields in Hackney, east London. It was the idea of artist Jack Carden and an actor who jousts under the name “Camtholomew the First.”
Camtholomew says he often wears suits of armour, and he was wearing one when he met Carden. That meeting gave them the idea for a joust on Lime bikes. They first advertised it as a joke, and word spread until hundreds of people turned up. Footage of the duel reached millions of views on Instagram.
The pair expected the police to shut it down. Instead, Camtholomew said, “they were really lovely.”
Armour, Lances and Rental Bikes
The riders wore metal armour, chainmail and capes, and the bikes were fitted with metal accessories. They charged at each other with painted, striped lances, each trying to knock the other off his bike.
Camtholomew came away with a bruise on his bottom, the one part of him the armour did not cover. Tommy Moore, a 28-year-old London content creator involved in the events, explained the choice of transport. Horses, he said, are hard to source in London.
The sport has support from an unexpected expert. Andy Deane, captain of the Royal Armouries jousting team in Leeds, said: “This is absolutely a legitimate form of jousting.”
How Lime Responded
As the videos spread, Lime issued a statement. “We always love seeing Londoners come together and build a sense of community in unexpected ways,” a spokesperson said. “While we appreciate the medieval spirit, safety must always come first.”
The company was clear about its bikes. “Lime bikes are designed for getting around the city, not for jousting,” it said. “We discourage anyone from attempting similar events, to help keep riders and those around them safe.”
The organisers say the relationship is friendlier than the statement suggests. “We have been in touch with Lime from the first joust, and they have at no point told us not to go ahead,” Carden said.
The Rematch on Halloween
The sequel, billed as “Lime Bike Jousting 2: No Horses, No Mercy,” took place on October 31 at London Fields. More than 5,000 people registered interest within a day of the invitation going online. The exact location was shared shortly before the duel to manage the crowd.
This time it ran like a proper event. Police approved it as a mass gathering, and stewards, first aiders, health professionals and a clean-up crew were on site. Spectators came in medieval and Halloween costumes, and “ring maidens” in medieval dress signalled each round. Camtholomew won the 5 round duel with the decisive blow.
The event raised more than £1,200 for The Bike Project, which refurbishes used bikes for refugees, the domestic abuse charity Honour Thy Woman Group and the Mental Health Foundation. Hackney Council said it had not given permission for the event, while the organisers said they had informed the council and spoken with police.
“This is a very special moment, not just for us, but for London,” Carden said, calling it “the most viewed joust of the modern era.”
The Debate Over What Lime Should Do
On LinkedIn, some marketers called Lime’s cautious statement a missed opportunity and urged the brand to lean in. Tom Winterton of comms agency The Romans argued the opposite. In his view, the jousts were popular precisely because no brand was involved. A version hosted by Lime would come with waivers, safety gear and legal reviews, and it would add risk for a company that depends on city regulators to keep its bikes on the streets.
Lime’s own campaigns stick to road safety, including “Respect the Red,” which asks riders to stop at red lights.
The bikes became the most talked about prop in London without a single ad. The hardest part for Lime may be leaving it that way.
Campaign Name: Not mentioned (organic event known as Lime Bike Jousting)
Agency Name: Not mentioned (organised by artist Jack Carden and actor Camtholomew the First)
Brand Name: Lime
Location: London Fields, Hackney, London
