Dubai-based premium gym wear and sportswear brand SQUATWOLF has accelerated its footprint in the Kingdom with a series of landmark activations, which included a skydiving influencer campaign, a brand collaboration with a Saudi graphic artist and calligrapher, the launch of the brand’s ultimate Sports Hijab, the introduction of its Neotech collection in Saudi Arabia, and a full-fledged event in Riyadh.
Each of these activations were shared across the brand’s owned social media and digital channels, in collaboration with the influencers who partnered with the brand.
The centrepiece was the first-ever SQUATWOLF Games held in Riyadh, drawing more than 250 attendees across two days.
Without even a single no-show, the SQUATWOLF Games event underlined the hunger for fitness and community in the Kingdom.
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Following two successful editions in Dubai, the Saudi debut marked a new chapter for the brand in building grassroots momentum around performance sport.
“The future of fitness in the Middle East will not be written in one city alone. From Dubai to the world, we’re proud to bring the best of a brand born in the region – with products designed for the region,” said Chris Bishop, E-commerce Director, SQUATWOLF.
SQUATWOLF also unveiled its ultimate Sports Hijab – designed for hybrid workouts, functional training and multi-purpose performance.
The launch culminated in a striking skydive campaign featuring Hadiya Hakeem, professional freestyle footballer and content creator – proving the hijab’s uncompromising fit as it stayed perfectly in place mid-air.
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As part of National Day celebrations, the brand also partnered with Ibrahim Zaki – a Saudi graphic artist and calligrapher.
His limited-edition capsule collection, sitting within a dedicated KSA edit, intends to blend contemporary design and performance, bringing local culture to life in an authentic and powerful way.
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Alongside these activations, SQUATWOLF also introduced its new Neotech collection in Saudi alongside the global launch in late August, and will also run a National Day SALE event on selected lines in the region.
Responding to a query on the business outcomes of these brand activations, SQUATWOLF revealed to Campaign Middle East that e-commerce revenue from the first weekend of the KSA National Day period were up 80 per cent compared with the same period last year.
