Credit: Thompson Spencer
Full-funnel agency Thompson Spencer has been appointed by sports performance and nutrition brand Musashi to lead its entry into the Middle East, beginning with the UAE.
The appointment follows a competitive pitch. Thompson Spencer carried out research across the region’s fitness and wellness scene, speaking with gym owners, sports marketers and local creators to guide its market approach.
“What tipped the scales our way was the combination of insightful creative backed by analytics and performance,” Thompson Spencer co-CEO, Melanie Spencer, said.
“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 relationship with Musashi.
The agency previously worked with the brand during the 37th America’s Cup, delivering activations across Auckland and Barcelona, including live events, content creation and the dual-city Musashi Run Clubs.
Launch planning for the UAE market is now underway, with activity to begin in 2026.
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