Under Armour | Middle East Brand Launch
As the head of digital for Emerging Markets @underarmour, I was responsible for launching Under Armour's brand in new countries, setting up stores, and online platforms. One of the campaigns I led was with the Middle East team.
After Under Armour's first store opened in Dubai, we organized a CrossFit challenge on Jumeirah Beach to build on the excitement. Working closely with local events, PR, and advertising teams, we put together a competition led by two popular fitness coaches from the city.
Over 500 participants joined in, aiming to secure a spot in the finals by posting their results online. It was a fantastic way to bring Under Armour's strength concept to a city where CrossFit and fitness are huge.
The Challenge
2 famous coaches from Dubai challenged people to post the results of their trainings online.
We had a great variety of contents from them teaching our fans how to get there.
First 500 qualified for the finals in Jumeirah
Local influencers helped spread the word.
And we used real participants as heroes for our contents to tease other participants
