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29 March 2024

Video: Just du it… Flash mob storms Fitness Championship at Dubai Ice Rink

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By Wam

In the presence of Sheikh Majid bin Mohammed Al Maktoum, Chairman, Dubai Culture and Arts, a massive crowd at the Dubai Fitness Championship was given an exciting surprise when 80 dancers interrupted the finals, for a riveting, highly choreographed performance.

The dancers were promoting du’s ‘Every Step Counts’ campaign, a national wellness initiative launched earlier this year by the company to promote a healthier lifestyle in the UAE.

The four minute-long routine was inspired by fitness aerobics, and choreographed to Eric Prydz’ ‘Midnight City’.

The dancers thrilled the crowd as they burst onto the Dubai Ice Rink area in the middle of the Dubai Fitness Championship finals, interrupting the proceedings to encourage the people of the UAE to adopt a healthier lifestyle, fuelled by positive energy.

Also present at the time were Ahmad Bin Byat, Chairman, du and Osman Sultan, CEO, du.

Hala Badri, Executive Vice-President, Brand and Communications, du, said, "Innovation and creativity are two key pillars in all what we do, and our flash mob activity represented them both. Through our ‘Every Step Counts’ campaign, we are spreading the message of the importance of living a healthier lifestyle fuelled by positive energy.

“The Dubai Fitness Championship presented the perfect occasion to drive home this message, with the finalists of the competition demonstrating exactly what is achievable when you adopt healthy life habits."

Du partnered with the Private Office of Sheikh Majid bin Mohammed Al Maktoum to support the Dubai Fitness Championship as the main sponsor.

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