Created in partnership with FP7 McCANN, the new campaign rewards IKEA Family members with discounts for reaching 4,000 steps in-store.

Riyadh, Saudi Arabia – 7th April 2026 – IKEA Alsulaiman has launched Step Buy Step, its largest wellness-led in-store initiative to date, created in collaboration with FP7 McCANN, turning one of the brand’s most relatable truths into a purposeful customer experience. Launching on World Health Day 2026, the campaign taps into a wider national movement in Saudi Arabia to make everyday life more active, healthier and more rewarding.

Known globally for its vast showrooms and famously maze-like layout, IKEA has long been the subject of a familiar cultural meme: no one ever really “quickly pops into” the store. What begins as a simple shopping trip often turns into an extended walk filled with unexpected turns, extra laps, and inspired detours. With Step Buy Step, IKEA Alsulaiman is embracing that behaviour and giving it new meaning.

Designed specifically for IKEA Family members in Saudi Arabia, the campaign introduces a simple mechanic. At the entrance of participating stores, visitors receive a special BRÄSLET step-counting bracelet to wear throughout their visit. As they move through the showroom, their steps are tracked, and those who reach 4,000 steps before checkout unlock a 10% discount on their final purchase.

The campaign launches at a time when active living is becoming an increasingly visible part of life in the Kingdom. Under Vision 2030, “Quality of Life Program” – Saudi Arabia has continued to invest in healthier, more active communities through initiatives that encourage walking, sport and better quality of life. 

In line with that ambition, Step Buy Step reflects IKEA Alsulaiman’s own contribution to the movement – encouraging customers to walk more and rewarding them for doing so. By turning its in-store journey into something more purposeful, IKEA creates a retail experience that supports wellbeing in a way only the brand can.

With Saudi residents previously reported to average around 3,800 steps a day – among the lowest daily step counts globally in widely cited research – IKEA Alsulaiman saw an opportunity to reframe its in-store footprint as more than a retail environment. 

Rather than resisting the long-standing joke about getting lost inside IKEA, the campaign reframes it as something positive. Every extra turn, every additional lap, and every pause for inspiration now contributes to a more rewarding outcome, for both customers and the brand.

By linking wellness to value, Step Buy Step turns a familiar shopping behaviour into a simple but effective driver of change. It encourages customers to move more, engage more deeply with the IKEA experience, and supports the Kingdom’s wider ambition to build a more active, health-conscious society. In doing so, IKEA Alsulaiman transforms a well-known brand truth into something genuinely useful. 

Rami Rihani – Chief Marketing & Communications Officer, Alsulaiman Group says: “At IKEA, we are always looking for meaningful ways to connect with people’s everyday lives. With Step Buy Step, we took a behaviour already synonymous with the IKEA experience and turned it into something more purposeful – one that encourages movement, rewards exploration and reflects the growing focus on healthier lifestyles in Saudi Arabia. It is a simple idea, but one that shows how even the most familiar parts of our customer journey can create value in new and meaningful ways, while rewarding our IKEA Family members.”

Federico Fanti – Regional Chief Creative Officer, FP7 McCANN MENAT says: “What makes this idea powerful is that it starts with the truth. People already joke about the IKEA maze : the wandering, the unexpected detours, the extra steps. So, we wanted to spin it to something positive. We turned it into a wellness mindset. Step Buy Step transforms a social gripe into a smart, feel-good call to move more, turning every aisle into a small win for Saudi consumers and a meaningful boost for the brand. It rewards movement, reframes the experience, and adds purpose to the path. Because at IKEA, the longer the walk, the better the outcome.”

The activation will take place across Jeddah, Madina, Riyadh and Dhahran.