Taking dymatize from product to presence
Fueling The Region’s performance culture
The Middle East performance nutrition market is crowded, noisy, and often driven by price, trends, and unverified claims. For Dymatize, the challenge was not simply increasing awareness - it was building trust in a category where credibility matters most.
Engaged directly by the global brand team, F31 was tasked with positioning Dymatize as the region’s leading premium protein by creating a marketing approach that felt both scientifically credible and culturally relevant to modern fitness audiences across the UAE and KSA.
The ambition was to move beyond traditional supplement marketing and establish Dymatize as a brand genuinely embedded within the daily training culture of the region.
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F31 developed a strategy focused on building authority through participation, visibility, and real-world engagement.
Rather than relying solely on polished fitness advertising, we focused on meeting audiences where they actually train, compete, recover, and consume content - combining digital storytelling with community-led activations, athlete partnerships, large-scale fitness events, and culturally relevant collaborations.
Always-on content and influencer partnerships helped establish credibility across social platforms, while weekly activations and event experiences allowed audiences to physically engage with the brand firsthand across both the UAE and KSA. At the same time, we expanded the brand conversation beyond supplements alone using storytelling to humanise the brand and create stronger emotional connection with consumers.
The result was a brand presence that felt visible, trusted, and deeply connected to the region’s growing fitness culture.
In response to the rapid rise of CrossFit and Hyrox, we launched Dymatize Games - a travelling fitness competition series moving between gyms across the UAE and KSA each month.
The concept transformed product sampling into community participation, allowing athletes to engage with the brand through competition, performance, and shared training experiences rather than traditional advertising alone.
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The rollout combined regional PR seeding, taste-test content, recipe challenges, influencer storytelling, and a two-month full-funnel digital campaign that drove both awareness and product trial across the UAE and KSA.
The campaign generated over 2.1 million in reach while achieving a 87% product sell-through rate, proving the power of culturally relevant collaborations within the sports nutrition space.
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Rather than creating a traditional supplement stand, we developed an immersive 12x10m brand environment centred around a life-sized ISO100 tub, allowing visitors to physically interact with the brand through product sampling, merch drops, influencer appearances, and live activations across the weekend.
F31 designed and produced the experience from the ground up while coordinating appearances from over 25 macro and micro influencers to drive traffic, content, and community interaction throughout the event.
The result was a highly visible brand moment that reinforced Dymatize’s position within the core bodybuilding and performance space.
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To deepen the emotional connection between the brand and its audience, F31 directed and produced the region’s first long-form documentary series for a performance nutrition brand, exploring the lives, routines, sacrifices, and motivations of Dymatize athletes beyond the gym floor.
