GMG’s Sun & Sand Sports, the leading sports destination in the Middle East and North Africa, has kicked off their annual Back-to-School campaign by inviting kids to step OFF THE BENCH and celebrate the thrill of trying something new creatively; through a rap video. The term “OFF THE BENCH” signifies motivating kids of all ages to stay off the sidelines and onto the center stage for fun. The rap, sung by young kids in the region who were handpicked by Sun & Sand Sports, resonates with the spirit of exploration, encouraging kids to step out of their comfort zone of being a spectator and embracing new adventures. The lyrics mirror the excitement of the game while inspiring kids to get on to the field, incorporating movement on their own terms but doing it OFF THE BENCH. Mohamed Bodiat, Senior Vice President Brands – Sports at GMG, said: “As young adults transition from childhood to adulthood, they are busy figuring their identities, values, and aspirations, all of which play a crucial role in their purchasing decisions. “We learned that kids are increasingly seeking genuine connections with brands that reflect their own experiences. They’re hungry not just for entertainment, but also for information, advice, and comfort. “We have channeled our findings to combine the power of music and play to inspire these young hearts and minds as they head back to school. Sun & Sand Sports believes in fostering wellness and confidence in the most fun way, and this year we have done just that.” View this post on Instagram A post shared by Shery Mahmoud (@cherry_foad) This year, the one-stop-shop for all things sport has whipped up a rap video to entertain Gen Z-Alpha and the millennial parent consumer alike. The hero video and key visuals rolled out across social media and other touchpoints highlight Sun & Sand Sports’ latest product ranges from back-to-school basics to colorful apparel, backpacks, and much more to get kids geared up for the new school year ahead. The campaign will leverage a full mix of channels including digital media, radio, gift with purchases and influencer partnerships. However, with the community being at the heart of the brand’s value system, Sun & Sand Sports in collaboration with its partner brands will be offering kids a chance to win fully funded coaching at reputed sporting academies such as Precision Football, La Liga and Ultimate Athletics across UAE and KSA. Additionally, the retailer will host customizations as well as interactive workshops in selected UAE and KSA stores throughout the campaign’s weekend, encouraging their audiences to bring the fun back into sport across the region The wide range of footwear, apparel, and accessories featured in the Back-to-School visuals include some of the foremost global brands such as Nike, Adidas, Speedo, Puma, and New Balance. Sun & Sand Sports also provides athletic equipment for swimming, yoga, and much more. You can check out the campaign on the website and social media channels: Instagram, TikTok and YouTube. Join the conversation on social media using #OffTheBench to share your moves.

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