Dubai-based premium gym wear and sportswear brand SQUATWOLF has launched its ‘Creator Challenge’, offering a prize of AED 100,000 to a GCC-based influencer or content creator whose short video best tells the story of the performance-wear brand – founded in Dubai, now aiming for global scale.
The initiative is rooted in identity, ambition and regional pride, and challenges the assumption that global fitness brands must originate in the West.
Anam Khalid, Co-Founder of SQUATWOLF, said, “This idea came from a very personal place. For years, we’ve watched global brands shape the narrative of fitness, but none of those stories came from our part of the world.”
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Khalid added, “SQUATWOLF was built in Dubai, with the belief that a brand from the Middle East can stand shoulder to shoulder with the best in the world. This competition is more than a campaign, it’s a call to creators to help us tell a story that belongs to all of us, a story of pride, strength, and possibility born right here in our region.”
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On a LinkedIn post, Chris Bishop, E-commerce Director, SQUATWOLF, said, “We’re building a brand from Dubai, that makes gym-lovers across the region stronger every day. Now, we want to do the same for content creators – giving them the stage, the spotlight, and the reward their talent deserves.”
Bishop added, “This is about supporting the GCC’s creative and media community, celebrating the voices shaping how the world sees our region.”
Submissions can be in English or Arabic, and the programme is open to creators based in the GCC with active public accounts and majority GCC followers.
Eligible participants can register from 8 October until 30 October.
Video submissions should go live between 25 October and 2 November.
The winner will be announced on 20 November.
All entries must tag @SQUATWOLF and include the hashtag #SQUATWOLFCreatorsChallenge.
