ROARSOME IN THE DESERT
Bringing the alps to the arabian peninsula
Roarsome entered the GCC as a premium children's adventure and lifestyle brand with no existing awareness, e-comm presence, retail footprint, or customer base in the region.
To support the launch of the brand's skiwear collection, F31 was tasked with creating a market entry moment that would introduce parents and children to the Roarsome world while building excitement ahead of a wider regional rollout. The challenge was to use skiing as the catalyst for discovery, while establishing the broader brand values of adventure, play, creativity, and exploration that sit at the heart of Roarsome.
F31 developed a launch strategy centred around experience-led brand discovery, creating opportunities for families to engage with the brand in an environment that naturally brought its personality and performance credentials to life.
To launch the skiwear collection, we transformed retail spaces within Ski Dubai into immersive Roarsome brand environments, creating a playful and highly visual introduction to the brand for regional audiences. The activation was supported by a curated influencer programme targeting leading family creators, combining product seeding, personalised experiences, and exclusive access to a private Roarsome Playday on the slopes.
Rather than focusing solely on product promotion, the campaign was designed to immerse parents and children in the wider Roarsome brand world, using skiing as the entry point into a broader story of adventure, imagination, and active family lifestyles.
Following the successful launch, F31 was retained to build and manage the Roarsome e-commerce platform and support the brand's ongoing retail marketing strategy across the GCC.
The result: a successful regional launch that generated early awareness, community engagement, and strong brand affinity, creating a platform for Roarsome's continued growth across the GCC. Today, the brand operates through both a direct-to-consumer e-commerce platform and a carefully selected network of retail partners, expanding its reach while maintaining its premium positioning.
