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Sun & Sand Sports: Adventure, community and the outdoors

GMG’s Sun & Sand Sports has launched its latest campaign ‘Never Alone’ to highlight the joy of exploring the outdoors together. 

People often feel digitally connected but emotionally distant. The campaign aims to bridge that gap by encouraging people to come together, gear up, and go on adventures as a community. To explore the best hiking and cycling spots while discovering the region’s natural landscape along the way. 

Focusing on cycling and winter wear categories, the brand features the diverse outdoor landscapes across the Middle East.

With these sports witnessing a spike from November through to January, consumers are invited to hike, bike, run, and explore the outdoors together away from the bustle of the city.

Mohamed Bodiat, Senior Vice President Brands – Sports at GMG, said: “At Sun & Sand Sports, the spirit of adventure lies in stepping outside of your comfort zone and exposing yourself to ideas that might surprise you in this often-predictable world.

“Our campaign NEVER ALONE, aims to inspire a sense of togetherness, encouraging friends and families to explore and make memories along the way. We have done that by showcasing the rich terrains that our regions have to offer all while enabling a sense of community by exploring the unfamiliar, together.”

The campaign coincides with the 30×30 Dubai Fitness Challenge which includes the Dubai Run and Ride promoting movement and supporting the importance of physical and mental well-being in the city of Dubai. 

To further amplify the message of fitness, this year Sun & Sand Sports has a launched a special offering on bicycles to encourage everyone to explore the outdoors together. 

The wide range of clothing, apparel, and accessories featured in the outdoor campaign visuals include some of the leading global brands such as Columbia, The North Face, adidas, Timberland, and GIANT.