500 fitness fanatics and athletes came together to compete in a thrilling competition; athletes took on eight training-based exercises and made their way up the ever-changing leaderboard at THE BEACH, the outdoor destination by Meraas located opposite JBR.
Out of the 500 hundred, only six women and men prevailed as the UAE’s fittest athletes and took home more than AED 40,000 worth of Under Armour gear between them!
The Armour Challenge saw participants take on eight exercises including: A shuttle run, sled run, ski erg, sack over shoulder, assault bike, tire flip, bag and pull carry, and a ball throw.
Juraj Stiksa, CEO of Athlocity, Under Armour Middle East, said: “Under Armour is about empowering all athletes to perform to their best ability and The Armour Challenge was exactly the exciting kind of event needed to do just that.”
True to Under Armour’s entrance into the Middle East market, The Armour Challenge differentiated itself by opening entry to anyone who took part in a qualifying round and posted a score that fell within the top 500.
Mr. Stiksa added: “The aim was to encourage the UAE to get active whilst experiencing the brand. By including a qualifying round where anyone could enter, we were able to motivate the community to ‘take the challenge’ and keep training, entering and striving towards a new goal.”
This event marks the landing of the Under Armour Brand in the region with a full range that features men’s, women’s and youth apparel, footwear and accessories.
Under Armour continues its expansion in the UAE and can be found at City Centre Mirdif, Dubai Festival City, Dalma Mall, Yas Mall and soon-to-open IBN Battuta where athletes will be able to access the brand’s latest innovations, all designed to make athletes look, feel and perform at their best.
Over 500 people participated in the event on JBR.
For more information about Under Armour, follow @UnderArmourME on Instagram and ‘Under Armour Middle East’ on Facebook.