From left: SQUATWOLF leadership Anam Khalid and Wajdan Gul; The Publsh Media Group team. Performance wear brand SQUATWOLF has named Publsh Media Group as its exclusive PR and media collaborator for 2026.
Bootstrapped in 2016 by Pakistani entrepreneurs Anam Khalid and Wajdan Gul with AED 250,000 in personal savings from their Jumeirah Beach Residence apartment, SQUATWOLF has transformed from a living room operation into a global force in activewear.
The brand now distributes to more than a hundred countries, with flagship stores in Dubai, Qatar and Kuwait, and has built a dedicated following among elite athletes and dedicated trainees.
As part of the partnership, Publsh Media Group will direct SQUATWOLF’s comprehensive communications efforts, spanning PR, media strategy, outdoor campaigns, and brand outreach.
“From day one, we’ve aimed to craft a brand that sparks real progress and connects with those who demand more from themselves,” said Anam Khalid, Co-Founder and Co-CEO of SQUATWOLF. “Publsh Group’s integrated tactics – merging precise PR, fresh media approaches, and sharp cultural awareness – make them the right fit as we push into new markets. Their perspective syncs with ours, and we’re ready to expand SQUATWOLF’s reach side by side.”
The full spectrum experiential media firm will bring its deep expertise in branding, public relations, OOH media, events, and influencer campaigns to its PR and media remit for SQUATWOLF, building on its high impact work for clients such as Emaar, Prada, Omniyat and more.
Kushal Desai, Co-Founder and Managing Director at Publsh Group, commented: “SQUATWOLF stands as a prime Dubai narrative – daring, disciplined, and deliberately designed. The brand’s focus on peak performance mirrors our own standards; we’re set to broaden their presence, sharpen their voice, and back their path to global scale. We’re thrilled to be part of the SQUATWOLF journey.”
The partnership signals a key inflection point for both organisations, with SQUATWOLF advancing as a performance wear powerhouse and Publsh Group reinforcing its stature as a dominant force in regional media.
