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posted on Mar. 13, 2025 at 9:00 amMar 13, 2025

How daring feats turn thrills into brand power

posted on Mar. 13, 2025 at 9:00 amMar 13, 2025

Shamal Holding's Mohammad Javad explains why consumers expect more immersive brand experiences, and why the future belongs to brands that don’t just tell stories, but also create moments people will never forget.

Mohammad Javad, Executive Vice President – Leisure & Entertainment, Shamal Holding

If you didn’t spot it firsthand, chances are you scrolled past it on social media. The recent Exit139 event highlighted the power of high-adrenaline brand storytelling, capturing global attention as elite athletes completed hundreds of precision base jumps from one of the world’s most iconic landmarks.

Though not a public event, its impact was undeniable, amassing millions of views globally. The official video alone reached 3.5 million people, with 1.77 million plays, reinforcing Dubai’s status as a stage for pushing human potential. It proved that when extreme sports, spectacle, and storytelling collide, brands don’t just grab attention – they create moments that last far beyond

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Tags:ad campaigns Advertising base jumps Brand Brand Experiences brand power celebrity endorsements create moments daring feats digital advertising immersive experiences marketing Mohammad Javad personalisation Shamal Holding storytelling

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.