Partner Content: Dubai’s favourite homegrown gymwear label is back with a drop that has fans lining up around the block.
For a city that loves movement as much as it loves fashion, it makes perfect sense that Dubai is home to some of the world’s favourite athleisure concepts. With entire months dedicated to fitness festivals and events, the appetite for performance-driven yet stylish gymwear is unmatched, and SQUATWOLF is one name that has successfully tapped into this demand.
SQUATWOLF is a Dubai-born gymwear label that has become a regional phenomenon, with queues, hype, and viral moments that rival those of the biggest sportswear giants. Remember the mysterious “wolf sighting” in Dubai Mall’s parking lot last year? Clips of a wolf-like figure spread across TikTok and Instagram, sparking theories. Within hours, the city was consumed by speculation about whether there really was a wolf in the mall.
Turns out it was SQUATWOLF’s grand opening stunt. The campaign tapped into curiosity, drama, and the brand’s bold yet refined identity, driving record-breaking queues at the Dubai Mall flagship launch. Fans lined up for hours, and the internet took care of the rest. Soon, it turned from just a logo on a t-shirt to a culture and a pack you want to belong to.
Similarly, the latest drop by SQUATWOLF, the NEOTECH collection, once again drew long queues, with customers lining up outside both the Dubai Mall and the Mirdif City Centre store. Social media quickly followed, buzzing with unboxings and gym-fit reels.But the NEOTECH collection isn’t “just another drop.” It’s built on the idea of performance powered by nature. The collection features SUPERNATURALS, Sorona® fabric, which is a plant-based fibre, Spacer fabric, which is a climate-controlling knit, and ACTDRY® tech, which is a high-performance moisture-absorbing feature. This basically means that the collection is breathable, lightweight, and fast-drying, which actually works in not only in Dubai heat but the entire region and beyond.
The NEOTECH pieces come in neutral earth tones with fluorescent-yellow accents. You can shop for everything from hoodies, shorts, joggers to leggings, sports bras, and t-shirts. Plus, it’s stylish enough to be worn beyond the gym.
Since launching in 2016, SQUATWOLF has gone from a start-up to a global sensation. What began as a passion project in a small apartment has taken the region by storm. Founders Anam Khalid and Wajdan Gul started packing orders from their apartment in Dubai. With no investors, no industry experience, and nothing but their last savings, they built a brand from the ground up. And now, SQUATWOLF ships to over 120 countries.
From wolves in parking lots to queues outside the Middle East stores, SQUATWOLF has shown, it knows how to capture attention and keep it. With the Neotech drop already in gyms and Instagram feeds, this Dubai-born brand is only gearing up for global domination.
GO: Visit https://squatwolf.com for more information.