Dubai– The world’s largest digitally native activewear brand, Fabletics has officially launched in the UAE, with an exclusive, creator-led launch event, delivered by global creative agency, IMA.
The activation represents the first in a series of four experiential moments designed to introduce the brand to the region, ahead of its store opening later this year.
Held at Matcha Club, the event brings together a curated guest list of creators, tastemakers, and community voices to position Fabletics as a leading brand in offering fashionable, high-performance active lifewear at accessible prices.
The launch event from IMA forms part of a broader retail and brand-building strategy by GMG, which is spearheading Fabletics’ expansion into the Middle East. Consumers can get a first look at products online through Sun & Sand Sports, ahead of the store opening.
Designed to generate early-stage hype and cultural relevance, the Matcha Club event introduces Fabletics through real-life moments and authentic social storytelling, reinforcing the brand’s positioning as active lifewear that extends beyond the gym into every aspect of daily life—championing confidence, inclusivity, and self-expression for everyone and every body.
“This launch is about more than entering a new market, it’s about embedding the brand into everyday life in a way that feels social and community-driven,” said Ross Adam, Managing Director of IMA MENA, “By leading with creators and experience, we’re building awareness and physical human connection ahead of the first store opening.”
“The launch of Fabletics in the Middle East reflects GMG’s commitment to bringing innovative, globally relevant activewear brands to the region. Fabletics meets the growing demand for performance-led, stylish apparel that supports an active lifestyle,” said Mo Bodiat, SR VP of Brands, GMG.
Michael Roth, SVP Global Development, Fabletics, said, “This event represents our first step toward expanding into physical retail. As a digitally native brand built in close collaboration with content creators, we were excited to invite them to be part of a moment that introduces Fabletics to a new audience while staying true to our brand purpose.”
With a core focus on Gen Z while remaining inclusive across age groups and lifestyles, Fabletics’ UAE launch strategy reflects evolving consumer expectations around experience and brand purpose within the retail and activewear sectors.
