Modell's Encourages the Public to Release their #InnerAthlete

The New Campaign Aims at Reducing the Levels of Lifestyle Diseases by 2020

Dubai, UAE, October 17, 2016:  Marka PJSC (DFM: MARKA), the first public stock retail operator in the UAE, have launched the #InnerAthlete Campaign by Modell’s. The initiative encourages the public to set their inner athlete free, and aims towards reducing the level of lifestyle diseases by 2020.

A celebration of the power of self-belief and the inner athlete that lies within each and every one, the campaign encourages the public to break free of the shackles of their day-to-day life, to leapfrog mental barriers and to improve their wellbeing, activating their #InnerAthlete.

CEO of Marka, Nick Peel, said: “We are delighted to launch Modell's #InnerAthlete campaign; we hope to inspire customers to get out, exercise and unleash their #InnerAthlete. As per a recent survey conducted by the Dubai Health Authority (DHA), it was revealed that over 30 per cent of deaths occurred due to heart disease and that more than 36 per cent of men and 30 per cent of women in Dubai are overweight. In order to improve the health and wellbeing of everyone in the Emirate, we look forward to inspiring everyone in the city to set their ‘#InnerAthlete’ free.”

“Some athletes say that the right sports gear will empower them to deliver better performances, whilst others argue that when they look and feel confident this inspires them to perform at a higher level. To inspire and to motivate the public to unleash their #InnerAthlete, Modell’s will provide them with the tools, by offering a wide variety of training gear from brands like Adidas, Nike, Fitbit, Reebok and Suunto.” He added.

In-store activations will take place from the following participating brands: Suunto (20-27th October) and Adidas (28th Oct- 17th Nov only on the weekends) In-store mirror selfie challenge (until 17th Nov) and Influencer challenge (until 10th Nov).