Musashi Middle East appoints Thompson Spencer following a competitive pitch
Full-funnel agency Thompson Spencer has been appointed by sports performance and nutrition brand Musashi to lead its Middle East market entry, beginning in the UAE. The appointment follows a competitive pitch.
To shape and robustly support their winning strategy, Thompson Spencer conducted comprehensive discovery within the region’s fitness and wellness ecosystem, including with high-profile gym owners, sports marketing experts, and local creators, to ensure location-specific resonance from day one.
“What tipped the scales our way was the combination of insightful creative backed by analytics and performance,” says Melanie Spencer, co-CEO of Thompson Spencer. “Our strategy and creative were on point, we live and breathe the importance of nurtured communities, and thanks to our merger with Reason, our performance capabilities are off the charts. Our tool kit contains a huge advantage for Musashi – among other initiatives we’ll be creating content that can be tested at pace, then scaled in real time. It’s absolutely ideal for a fast-moving market like the UAE.”
The win extends Thompson Spencer’s global work with Musashi. Last year, the agency worked with the brand in owning the 37th America’s Cup conversation by merging digital and physical communities across Auckland and Barcelona. From a large-scale supporters’ hub in Auckland featuring live activations, to an on-the-ground team in Barcelona capturing content and beaming it back home and across social, and dual-city Musashi Run Clubs running nautical-themed routes, Musashi brought excitement and international connection.
Thompson Spencer and Musashi will now commence launch planning, with activity set to commence in 2026.
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