Dubai, September 2024 – SQUATWOLF, the trailblazing 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 region.

Known for redefining the gym culture, SQUATWOLF has taken 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 world’s largest malls, they’ve proven themselves as the brand made by the region, for the region.

The social activation An electrifying CGI pack of wolves trailing through Dubai Mall, symbolically hunting for their home – the SQUATWOLF store. This jaw-dropping 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: SQUATWOLF launched a challenge, Beat Yesterday’s Squat Record, inviting influencers, fitness enthusiasts, ambassadors and the world to beat their so-called limits – to do as many squats as possible in 60 seconds. 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 thousands of fans joining in and the challenge going viral, the buzz around SQUATWOLF’s homegrown global mark has reached new heights.

As ever, SQUATWOLF stands committed to innovating gym wear for the region – united as one unstoppable pack.Known for redefining the gym culture, SQUATWOLF has taken 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 world’s largest malls, they’ve proven themselves as the brand made by the region, for the region.

The social activation An electrifying CGI pack of wolves trailing through Dubai Mall, symbolically hunting for their home – the SQUATWOLF store. This jaw-dropping 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: SQUATWOLF launched a challenge, Beat Yesterday’s Squat Record, inviting influencers, fitness enthusiasts, ambassadors and the world to beat their so-called limits – to do as many squats as possible in 60 seconds. 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 thousands of fans joining in and the challenge going viral, the buzz around SQUATWOLF’s homegrown global mark has reached new heights.

As ever, SQUATWOLF stands committed to innovating gym wear for the region – united as one unstoppable pack.