For the Fun of Fitness

Sun & Sand Sports recently re-opened their Mall of the Emirates store, extending their #FunToTheFinish concept that sport is all about fun and not just about winning. The extension of the concept to the MOE flagship store encourages every single customer to enjoy fitness activities, not endure them – no matter their age or athletic ability.

 Spanning 2296 sqm, the store is located adjacent to Ski Dubai. This iconic attraction echoes the sense of freedom offered by the Sun and Sand’s ethos of ultra-accessible fitness and fun. Customers of all athletic abilities will be able to shop for everything from running shoes to stylish athleisure– including e-kiosks and digital displays allowing customers to directly compare two different styles.

To know more about this concept and take a deep dive into the future plans we spoke to Mohamed Bodiat, Senior Vice President- Brands, GMG. Here’s an excerpt of our conversation.  

What’s the expansion plan for the brand in the next 6 months?

At Sun & Sand Sports, we are excited about our upcoming expansion initiatives. Over the next six months, we plan to significantly increase our footprint within the GCC, with plans to open new stores. Additionally, our global ambitions continue to take shape, having recently entered Southeast Asia & North Africa, specifically Egypt, where we see substantial growth potential.

Parallel to our geographical expansion, we are also enhancing our in-store experience. We will be transitioning several of our stores to our innovative 3.5 concept, exemplified by our flagship location at Mall of the Emirates. This new design aims to create a more inviting and inclusive environment, encouraging our customers to embrace an active lifestyle and enjoy their shopping experience.

In terms of selecting new locations keeping the new format in mind what are they considering in terms of positioning? Is it high street or malls?

Our goal is to create accessible and welcoming spaces that build our community. In selecting new locations, we prioritize both high streets and malls, ensuring our stores are situated in areas that are convenient and inviting for all our customers. This strategic positioning allows us to effectively serve diverse communities and enhance the overall shopping experience, aligning with our commitment to inclusivity and community engagement.

 Does gamification and the interactive format increase purchases? 

 At the heart of Sun & Sand Sports’ mission is the belief that sport has the power to bring people together. Gamification acts as a catalyst to that belief, resulting in captured shopper attention, increased product interactivity, and ultimately higher in-store dwell time. Since our community welcomes people of all ages, backgrounds, and skill levels, our interactive formats around the 3.5 concept store aim to spread happiness and positivity by encouraging everyone to play, enhancing their overall shopping experience.