Centrum has revealed details about its immersive Wellness Hub activation at the recent Dubai Marathon 2025. The activation offered runners a meaningful experience in recovery, nutrition and peak performance to communicate a message of wellness, endurance and self-care.
Conceptualised and designed by Horizon FCB, Centrum’s booth at the Dubai Marathon became an engaging hub for wellness-themed activations that reflected the brand’s dedication to helping participants prepare for and recover from the race.
Showcasing the brand’s commitment to personalised wellness support, under the theme of being a “Wellness Partner”, a key highlight of the activation was Centrum’s vitamin testing, where runners used Vitastiq technology to assess their vitamin data.
The booth also featured warm-up sessions led by a fitness influencer to energise runners before the race, and a recovery zone that offered a dedicated space to cool down after the marathon. Runners were also offered the opportunity to create personalised ‘I Run For…’ T-shirts that reflected their unique health goals,
The Centrum campaign also found ways to interact meaningfully with runners every step of the way. Before the run, Centrum geo-targeted those using Careem to get to the Dubai Marathon 2025 through digital banners.
During the run, the brand sent motivational messages to runners using the Huawei fitness app users across Android devices. Runners who completed the 2025 Dubai Marathon were then offered 50 per cent off Centrum on Amazon.
The campaign video created by Horizon FCB Dubai highlighted how even 56 per cent of athletes are vitamin deficient, despite a world where taking vitamins has become a part of daily life. The activation showcased how vitamin deficiencies could lead to fatigue and potential injuries.
More than 850 vitamin tests were conducted. The overall campaign garnered more than 3.6 million impressions.
Through the activation, Centrum connected with a fitness-focused audience at the Dubai Marathon, which brought together more than 12,000 runners from more than 100 nationalities.
“The Dubai Marathon was a great opportunity to engage with a health-conscious audience, aligning with Centrum’s vision to elevate everyday lives. We’re proud to have created this activation that stood out and captured the spirit of the event,” said Farouk Haber, Group Account Director, Horizon FCB.
The collaboration brought to life Centrum’s mission of supporting individuals’ health journeys and inspiring marathon participants to prioritise their well-being.
