SQUATWOLF Selects Assembly MENA to Power Digital Growth Strategy
DUBAI, February 2, 2026 (Newswire.com) - SQUATWOLF, the UAE-born premium performance-wear brand, selected Assembly, the global omnichannel media agency within the Stagwell network, to lead its regional direct-to-consumer (D2C) growth strategy across the GCC. The partnership brings together two challenger businesses aligned around performance and disciplined growth in an increasingly competitive Ecommerce landscape.
Launched in November and tested during the demanding Black Friday trading period, this partnership contributed to the best monthly Ecommerce revenue in SQUATWOLF's history, with revenue up 98% versus November 2024.
Assembly will drive paid media across key GCC markets, with plans to expand into broader marketing technology (MarTech), digital and media solutions in 2026. The focus is on scaling Ecommerce performance while strengthening SQUATWOLF's position amongst consumers in the region.
"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 built strong momentum in the Middle East's premium gym wear category by combining performance-led design with a clear focus on product quality and community-led growth. The collaboration supports the brand's continued investment in data-driven growth as it expands its regional footprint across Ecommerce, brick-and-mortar locations, and B2B.
"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, Ecommerce Director at SQUATWOLF.
This partnership comes as the MENA region's D2C market enters a period of acceleration, driven by shifting consumer expectations, platform maturity, and increased demand for lifestyle-first digital brands. Initial efforts focus on the GCC, with scope to expand across the rest of the world as SQUATWOLF's presence grows. Assembly continues to support ambitious brands navigating scale through integrated, performance-led media strategies.
ABOUT ASSEMBLY
Assembly is a global omnichannel agency built for brands that want a more modern approach to building brands that perform. Backed by the Stagwell network, we are a literal assembly of data, talent, and technology built to unlock smarter, faster, and better-performing outcomes from the bottom up, not the top down. Curious, collaborative, and driven by change, we are an agency of builders who believe the better the experience, the better the brand performance. We don't see brand and performance as an either/or. For us, it's always both. The +\ symbol in our logo, known as the ORAD, represents this mindset. It's a mark of how we think, how we build, and how we deliver results across the full funnel. Assembly's foundation is built on three core elements: our purpose-built STAGE Experience Engine, the strategic product it powers - Brand Performance Planning (BPP) - and an organizational design built for speed, depth, and the demands of modern marketing. Together, they enable us to build better brand experiences that reimagine how brands connect, engage, and grow across data, tech, media, creative, and commerce. With over 3,000 experts in 44 offices worldwide, Assembly delivers full-funnel solutions that help the world's most ambitious brands perform. Learn more at assemblyglobal.com.
For press inquiries, contact:
Randa Bashir
randa.bashir@assemblyglobal.com
Marketing & PR Manager, Assembly MENA
SOURCE: Assembly
Source: Assembly
