SQUATWOLF, the UAE homegrown fitness and gym wear brand, has officially opened its first-ever store in the iconic Dubai Mall, marking the occasion with a daring unconventional stunt that echoed across the online social sphere.
With their positioning as the brand that is redefining the gym culture, it is no surprise to see SQUATWOLF taking bold steps to reclaim its territory.
With months of high-impact marketing, from unveiling their origin story to now planting their flag in one of the largest shopping malls in the world, they’ve proven themselves as the brand made by the region, for the region.
Following their last successful campaign developed by ‿ and us agency, this recent social activation has also managed to generate a great deal of buzz.
An electrifying CGI pack of wolves trailing through Dubai Mall, symbolically hunting for their home – the SQUATWOLF store-- took everyone present at the mall by surprise. This unexpected announcement captivated major PR outlets like LovinDubai, creating a viral movement that summoned the pack to witness the grand opening.
However, the excitement didn’t stop there. In the lead-up to the monumental store launch, SQUATWOLF launched a challenge dubbed ‘Beat Yesterday’s Squat Record’, igniting a fierce competition among influencers, fitness enthusiasts, and fans. The top 10 challengers earned the coveted chance to open the store alongside SQUATWOLF’s co-founders.
Wajdan Gul and Anam Khalid, Co-founders of SQUATWOLF, shared: “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 homegrown 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.”
With enthused fans joining in and the challenge going viral, the buzz around SQUATWOLF’s homegrown global mark has reached new heights and is sure to solidify SQUATWOLF’s position as a global fitness powerhouse rooted in the region.
As ever, SQUATWOLF says they stand “committed to innovating gym wear for the region – united as one unstoppable pack.”
