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Anup Oommen
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SQUATWOLF launches ‘boldest’ Neotech product in viral campaign

Anup Oommen
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The SQUATWOLF Neotech campaign included lead generation through in-store and digital sign-ups, and phased build-up across digital platforms and CRM, followed by a coordinated launch across malls, e-commerce platforms, and wholesale partners.

SQUATWOLF Neotech

SQUATWOLF has executed a a fully integrated, omnichannel campaign to launch the brand’s boldest and most ambitious product collection to date – Neotech.

The Dubai-based, homegrown premium gymwear brand entered August with a bold mandate: disrupt a month typically dominated by back-to-school promotions and discounting. Instead of trading down, the brand traded the full month at full price, building anticipation for the Neotech collection.

The Neotech product collection – complete with plant-based innovation, a knit with built-in climate control and fast-drying technology inspired by the adaptability of nature – aims to redefine what performance wear can be. The goal was to create physical


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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