Dubai Fitness Challenge is built around a powerful civic idea: get the city moving for 30 minutes a day, for 30 days. At Kite Beach, that ambition becomes public, social and participatory.

In partnership with GPJ, PurpleGlo was brought in to help DP World, the headline activation partner, move beyond sponsorship visibility and create genuine participation. The challenge was to translate DP World’s global association with sport, performance and progress into something open, energetic and accessible for everyone.

Not intimidating. Not elite. Not just for athletes.

The brief was to build something families, friends and first-timers would queue to play, giving people a reason to get active, compete lightly and leave with a story worth sharing.

We designed and built a ten-zone immersive sports playground, turning movement into a connected, gamified journey.

Each zone was linked to a global sport, with scores captured and moments designed to be playable, social and shareable. From F1 pit stops and SailGP winch challenges to golf simulators, AR photo moments, digital grip tests and reaction games, the experience made fitness feel fun, accessible and rewarding.

At the heart of the build was our first-of-its-kind catch-and-throw cricket challenge, created in-house and combining multiple play mechanics into one connected game.

One sign-in. Ten challenges. One seamless journey that turned DP World’s sponsorship into active participation.