Bringing brands to life, on the ground and in front of the people who matter.
From retail pop-ups to world championship pool decks, we design and run the activations that turn our brand partners into the names athletes, coaches and retailers trust — retail activations, event activations, athlete sponsorships and sampling programs across the GCC.
Official partnerships at the biggest events in the sport
We secure and deliver headline event partnerships for our brands — including landing FINIS its first-ever FINA World Championship sponsorship, as Official Swim Partner of the FINA World Swimming Championships (25m). We developed the full suite of official event merchandise and athlete apparel, and ran pool-side workshops connecting coaches directly with the brand.
- Official sponsorship & partnership negotiation
- Event merchandise & athlete apparel development
- On-deck branding and pool-side coach workshops
A shop-in-shop experience wherever our brands are sold
From illuminated Arena fixtures to fully branded GU nutrition bays and interactive Waboba vending experiences, we design, build and maintain the retail environments that make our brands the ones shoppers reach for — merchandised by our own dedicated team.
- Custom-built branded fixtures & illuminated displays
- Dedicated nutrition bays and shop-in-shop concepts
- Interactive formats like Waboba vending machines
Long-term partnerships that put our brands at the heart of the community
Beyond one-off activations, we build lasting partnerships with the clubs and federations our audience already trusts — like our nutrition partnership with the Abu Dhabi Cycling Club, putting GU on team kit and at the start line of every ride.
- Branding on team kit and event signage
- Social media, website & PR exposure for our partner brands
- A regular presence at club rides and races
Getting product into hands before it hits the shelf
Nothing builds trust in a new brand like letting people try it. From Salty the Yeti handing out GU gels to finishers at Ironman 70.3 Dubai, to dedicated hydration sampling booths for our nutrition brands, we get real product into real hands at the events our audience already shows up for.
- Mascot-led sampling at major races
- Nutrition and hydration demo booths at events
- Hands-on trial that turns first tasters into repeat customers
Have a brand that deserves this kind of activation?
Get in touch and let’s talk about what an activation program could look like for your brand in the GCC.
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