SQUATWOLF has appointed Assembly, the global omnichannel media agency within the Stagwell network, to spearhead its direct-to-consumer (D2C) growth strategy across the GCC.
The collaboration brings together two performance-led challenger brands with a shared focus on disciplined, scalable growth in an increasingly competitive e-commerce environment.
The partnership officially launched in November 2025 and was stress-tested during the highly competitive Black Friday trading period. The results delivered SQUATWOLF’s strongest-ever monthly e-commerce performance, with revenues rising 98 per cent year-on-year compared to November 2024.
“This partnership is about getting the marketing fundamentals right at scale. Throughout the pitch process Assembly demonstrated a clear understanding that growth is driven by the rigor of consistent broader execution, the right MarTech, and commercial clarity – not just the pursuit of short-term tactics. We are looking forward to partnering with Assembly at a pivotal stage in SQUATWOLF’s next phase of growth as we take the brand from Dubai to the world.” said Chris Bishop, E-commerce Director at SQUATWOLF.
As part of the mandate, Assembly MENA will manage paid media operations across key GCC markets, with plans to expand into wider marketing technology (MarTech), digital, and media solutions in 2026. The engagement focuses on accelerating e-commerce performance while deepening brand relevance among regional consumers.
“SQUATWOLF is a brand built with challenger instincts–focused, disciplined, and growth-oriented,” said Kinloch Magowan, Managing Partner, Assembly MENA. “Assembly shares that same instinct. Together, we’re focused on building growth systems that perform under pressure, especially in a competitive D2C market”.
Founded in Dubai in 2016, SQUATWOLF has established itself as a leading player in the Middle East’s premium gym and performance-wear segment, driven by performance-focused design, product quality, and community-led brand building.
The partnership underlines SQUATWOLF’s continued investment in data-driven growth strategies, supporting its expansion across e-commerce, physical retail, and B2B channels.
The collaboration comes at a time when the MENA D2C landscape is accelerating, fuelled by evolving consumer expectations, platform maturity, and rising demand for digitally native lifestyle brands. While the initial focus remains on the GCC, the partnership provides a foundation for future global expansion as SQUATWOLF scales beyond the region.
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