Dubai Fitness Challenge brand refresh 2025
A refreshed DFC identity unveiled by Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, at a thank-you gathering for the schools, government entities, partners and gyms behind the first eight editions. The new logo uses brighter colours and dynamic lines, and was revealed alongside the 2025 dates and a calendar that added Dubai Yoga as a closing flagship event.
- The brief
- The schools, government bodies, partners and gyms that carried Dubai Fitness Challenge through eight editions, and the residents it asks to move daily.
- What to borrow
- Unveiling a new identity first to the community that built the event turns a logo change into a public thank-you.
| Brand | Dubai Fitness Challenge |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital, social |
| Source | Emirates 24|7 |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Thumbay Labs | Wellness for AllIntegrated campaign · 10 Oct 2021 | Integrated campaign | – | 10 Oct 2021 |
| Tanween | AlSharqiya Gets CreativeExperiential · 28 Nov 2022 | Experiential | – | 28 Nov 2022 |
| talabat | Back to the JuggleIntegrated campaign · 27 Aug 2025 | Integrated campaign | Memac Ogilvy | 27 Aug 2025 |
| Ooredoo | Doha Marathon by Ooredoo, 15th editionExperiential · 29 Jun 2026 | Experiential | – | 29 Jun 2026 |
| Al Wahda Mall | Winter Shopping Festival and New Year 2025 countdownFestive · 31 Dec 2024 | Festive | – | 31 Dec 2024 |
| Thumbay Labs | Prevention is Better than CurePurpose · 11 Aug 2021 | Purpose | – | 11 Aug 2021 |
What other government & institutions brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Centrepoint | Shukran Millionaire – Shop & WinIntegrated campaign · 9 Jun 2026 | Integrated campaign | – | 9 Jun 2026 |
| Centrepoint | A Ramadan of RadianceFestive · 4 Mar 2025 | Festive | – | 4 Mar 2025 |
| Centrepoint | Ramadan: Between Two MoonsFestive · 17 Mar 2024 | Festive | – | 17 Mar 2024 |
| Centrepoint | Ramadan In BloomFestive · 27 Mar 2023 | Festive | – | 27 Mar 2023 |
More from Dubai Fitness Challenge
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Dubai Fitness Challenge 2026, tenth editionIntegrated campaign · 13 Aug 2026 | Integrated campaign | – | 13 Aug 2026 |
| Find Your ChallengeIntegrated campaign · 29 Oct 2025 | Integrated campaign | – | 29 Oct 2025 |