The women-first performance apparel brand will launch online across the GCC, with a regional campaign featuring Emirati racing driver Amna Al Qubaisi, Saudi endurance athlete Lojain Alrefae and Egyptian cinematographer Salma Elkashef.
Sport Business
World Padel Academy Partners with Al Jalila Foundation to Support Healthcare Through Sport
The Dubai-based padel academy will introduce a dedicated Al Jalila Foundation court, alongside charity tournaments, community events and fundraising initiatives to support healthcare programmes.
Wellfit Opens First Abu Dhabi Flagship at Reem Mall with HYROX Training and Recovery Facilities
The 50,000-square-foot fitness centre marks Wellfit’s sixth UAE flagship, bringing dedicated HYROX training, strength and cardio facilities, group classes and recovery amenities to Reem Island.
Princess Reema Joins All Women’s Sports Network in Advisory Role as AWSN Details Plans for Live Events and Growth in the GCC
Exclusive: AWSN's leadership tells The Mettleset its plans for KSA and the UAE, from the Her event series and Her Summit to schools programmes.
New Balance Backs Next Generation of Football Talent with Three-Year Mina Cup Partnership
The three-year agreement will see New Balance support young footballers through tournament apparel, player development opportunities and community experiences across the Mina Cup season.
Dubai Esports & Games Festival Expands to 17 Days for 2027 Edition
The sixth edition will run from April 9-25 with an expanded programme spanning gaming, esports, education and industry, before GameExpo closes the festival at Dubai World Trade Centre.
Korean Major Winners and Golf Saudi Ambassadors Headline 2026 Aramco Korea Championship at New Korea Country Club as Part of PIF Global Series
Sung Hyun Park and Jeongeun Lee6 lead the home challenge, while six Golf Saudi Ambassadors join an international field heading to New Korea Country Club from October 8-11.
Qatar Foundation Rallies Global Leaders to Build Sport Systems Designed for Women and Girls
At a three-day dialogue with Wilton Park in West Sussex (14–16 September), global leaders examined how to drive social development in the Global South through sport, by getting more women and girls onto the playing field, and building the systems that keep them there.
The Largest Library of Women’s Sports Research in MENA
The reports, research, insights and data shaping women’s sport across the Middle East, GCC and beyond... all in one place. You’re welcome.
UAE Strengthens Sports Cooperation at BRICS Ministers’ Meeting in India
The UAE joined BRICS sports ministers in India to advance cooperation across technology, innovation, athlete development and the wider sports industry.
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