Squatwolf, a fitness and gym wear brand, marked the opening of its first store in Dubai Mall with an innovative activation that connected community engagement with a competitive edge. Situated on the mall’s second floor near Reel Cinema, Squatwolf’s flagship location launched with the “Beat Yesterday’s Squat Record” challenge, inviting influencers, athletes, and fans to push their limits with as many squats as possible in 60 seconds.
The top ten performers from the challenge were invited to join Squatwolf’s co-founders, Wajdan Gul and Anam Khalid, in officially opening the store. Speaking on the motivation behind the event, they said, “This squat challenge embodies what Squatwolf is all about—pushing boundaries, creating unforgettable experiences, and empowering our community. Opening our first store in Dubai Mall is a significant achievement, but the energy and dedication of our pack are what truly make it special.”
To amplify the launch, Squatwolf also launched a social media activation with CGI imagery of wolves navigating through Dubai Mall, symbolising a search for their “home” in the mall. This visual campaign received traction on social platforms and was picked up by local outlets such as LovinDubai, extending the brand’s reach and creating anticipation for the launch.
As part of Squatwolf’s broader strategy, the squat challenge and social activation highlighted the brand’s focus on community-driven initiatives. Co-founders Gul and Khalid further explained the brand’s approach: “This social activation and the wolf pack reflect who we are—bold, captivating, and deeply rooted in community. Opening our first store in the world’s biggest mall is a monumental home-grown milestone for us, but it’s the power of our pack that truly drives us. Without the community, none of this would have been possible, and from here, it only gets better, every single day.”
The launch attracted significant online and in-store engagement, reinforcing Squatwolf’s position as a regional leader in fitness apparel. By blending physical and digital activations, the brand’s Dubai Mall opening demonstrates a commitment to delivering experiences that resonate with both its local audience and a wider fitness community. This new store strengthens Squatwolf’s identity within the region while catering to its steadily expanding audience.
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Creative agency: And us
