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Running: du Fitness
The Dubai Fitness Challenge 30x30 is an annual drive to combat UAE’s growing obesity and diabetes health issues. It aims to inspire companies and their employees to engage in better fitness regiments – throughout the day.

du – the country’s second largest telecom provider – wanted to go beyond the bland corporate marketing tactics and collaborated with one of the region’s most sought-after rappers to compose an original track with a specific rhythm to raise your heartbeat and get you moving, all while dissing all the excuses of why not to exercise.