Whoop, the performance-focused wearable brand, recently launched its first Out-of-Home (OOH) campaign in the UAE, selecting BackLite Media’s high-impact platforms to raise brand visibility and connect with audiences in one of the region’s most influential media environments.
‍

The campaign creative featured elite athletes wearing the wearable device in dynamic, high-contrast visuals that communicated purpose at a glance. The visuals aligned naturally with our DOOH formats, designed for clarity and repetition in fast-moving, high-value environments. With seasonal shifts bringing audiences back outdoors and increased traffic following the summer period, roadside screens offer renewed relevance. For Whoop, this moment aligns a strategic GCC expansion, anchored by Cristiano Ronaldo as a global ambassador, making visibility in the UAE especially significant. Placement in Dubai positioned the brand at the centre by amplifying presence through context and location.
‍

This campaign reflects the growing trend of global brands using OOH in the UAE to activate their presence in the market. Whether entering for the first time or building on an existing footprint, brands are increasingly choosing digital Out-of-Home (DOOH) for visibility, market positioning, cultural relevance, and commercial growth. The recent Whoop campaign is a strong example, generating a projected +156 million impressions, underscoring how DOOH can deliver scale and measurable brand exposure.

Clarity, Context, and Impact

As part of Whoop’s regional launch strategy, we delivered immediate visibility and impact through strategic placements across our digital network - Jawhara and Digital Icons - located along Sheikh Zayed Road. These sites were selected to anchor Whoop’s presence in Dubai’s most prominent commercial corridor, where Out-of-Home (OOH) continues to play a central role in brand-building for companies entering or expanding within the UAE.

This alignment between creative and context is essential to how we approach targeted campaigns. Our placements along Sheikh Zayed Road offer unmissable visibility, but more than that, they provide a structured OOH advertising experience where brand messaging is repeated, reinforced, and remembered.

A Platform for Global Ambition

Desirability continues to shape how global brands approach media in the UAE. OOH plays a strategic role beyond awareness by supporting objectives like market entry, credibility-building, and campaign performance. In this case, Whoop’s activation reflects a wider pattern we’re seeing across our network: brands looking to establish themselves quickly, and relying on OOH as a trusted medium for visibility and scale.

At BackLite, we recognise how global brands increasingly turn to DOOH to cut through complexity and deliver messaging at scale. For Whoop, a data-driven brand rooted in precision and performance, the move into Out-of-Home in the UAE signals a broader shift toward formats that are measurable, context-aware, and designed for audience connection. Our role is to enable this kind of ambition through data-led planning, considered location selection, and a network engineered for relevance. Every media platform  is placed with purpose, built to deliver visibility and impact for brands that expect more from the channel.

Out-of-Home UAE, Evolving by Design

For BackLite, this campaign reinforces our role in a fast-changing market. The UAE is a gateway for many global brands, and OOH, when planned and executed with purpose and strategy, continues to be a trusted channel for brand-building at launch and beyond.

Our network of premium DOOH delivers visibility in the right places, at the right time, and to the right audience. With growing demand across categories like lifestyle, technology, automotive, and wellness, we’re seeing more brands follow a similar path to Whoop - choosing OOH as a high-value entry point to a region rich with opportunity.

Looking Ahead

The Whoop OOH campaign, Worn by the Best, is a clear example of how today’s most ambitious brands are leveraging DOOH for awareness, presence, authority, and engagement. Our role is to support that through a platform that delivers consistently across visibility, performance, and long-term value.

As we continue to grow our network and partner with global brands, we remain focused on building a premium OOH advertising experience that reflects the expectations of a connected, design-conscious, and data-aware media landscape.

‍