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Body Logo Challenge
Under Armour is a brand that has become so well-known, it's recognised by its logo alone. Except in one region – the Middle East.

And with a new flagship store opening at the Dubai Mall in the UAE, this had to change.

So we launched the Body Logo Challenge, a TikTok challenge that invited people to recreate the Under Armour logo using their own bodies.

Using the hashtag #UAChallenge, TikTok users took the contest to a whole new level by improvising the most creative – and at times, borderline impossible – postures and gestures to recreate the logo. Some worked with friends and fitness partners, while others used props like monkey bars and footballs to create an experience that was as fun for viewers as it was for the participants. Several of the region’s key influencers joined the challenge, including radio star Kris Fade and football freestyler Ammar Freeze, building even more excitement and enthusiasm among the TikTok community.

The #UAChallenge quickly went viral, increasing brand awareness and recognition while reaching 49% of all TikTok users in the UAE.

After all, who doesn’t love a good challenge?