A year-long campaign platform for an Egyptian sportswear brand, built to widen the definition of power across six extensions.
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The Brief
Sportswear brands love telling people they’re powerful. Most of them mean the same thing by it: hard bodies, harder stares, a uniform idea of what an athlete looks like.
Magma needed a 2021 plan that didn’t sound like every other gym brand on the timeline. A year of communication, not a single launch. The platform had to carry a brand film, celebrity collabs, social content, Ramadan CSR, summer activity, gamified fitness, and experiential events without re-explaining itself every time the brand picked up a new format.
The Tension
Most fitness brands recognize one version of power: athletic, photogenic, on a trajectory.
But power shows up in less obvious places. A wheelchair tennis champion. A parkour coach. A dancer, a skater, a creative pulling 14-hour days, a parent staying active between school runs, a cancer survivor who became a coach.
Magma could speak to all of them. The platform had to make room for that without losing edge.
The Platform
Know Your Power.
A line direct enough to sit on a launch film and flexible enough to extend across audiences, formats, and seasons. The job was to widen the definition of power, not invent it.
The tone broke into four moves:
Encourage athletes.
Empower average individuals.
Embolden minor sports communities.
Embrace power in all its forms.
The Grammar
The platform earned its keep through the grammar around it. A verb for every use case.
Know it. Show it. Grow it. Keep it. Earn it. Free it.
Each one a different job across the year.
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The Launch
The 2021 plan opened with two moves.
A brand film introducing Know Your Power as a thesis. The reel cut between empty stadiums, high divers, soccer pitches shot from above, dancers, weightlifters, group pull-ups, street basketball, and a surfer at sunset. Every cut another version of power. Logo hit at the close. Know Your Power as the lockup.
A celebrity collaboration leaned into the rap, trap, and shaaby scene reshaping youth culture in Egypt at the time. Custom Magma outfits, made to spec and color preference, sent to artists like Marwan Pablo, Marwan Moussa, and 3enaba. Each posting on their own terms, in their own world.
The brand wasn’t telling these artists what power looked like. It was kitting them out and getting out of the way.
Know Their Power
The first content extension was built on misdirection.
A round of posts featured people who looked like one thing (a teacher, an HR executive, a hairdresser) paired with a question:
What does it look like I do?
The reveal flipped it. The teacher was a pro skateboarder. The HR executive was a hip-hop dancer. The hairdresser was a yoga instructor. A reveal post or short video showed the actual skill, with a 25% discount voucher offered to a few of the people who guessed right.
The supporting roster ran on the same logic. Niche performers, varied disciplines, real skill the average sportswear feed skips: Mohamed Sobhy (wheelchair tennis champion), Abdelqader Elmelegy (parkour coach and stunt double), Ahmed Reesha (skateboarder), Farida Sherif (hip-hop dancer).
Show Your Power
Where Know Their Power spotlighted other people’s hidden skills, Show Your Power turned the camera back on the audience.
The TikTok layer ran in two directions. One built around custom Magma sounds (dance beats, rap tracks, mixed genres) used to challenge active Egyptian creators to perform their thing. The other built around a contrast cut format: average day, then a sudden show of skill, scored by a Magma kit drop.
Instagram ran a parallel mechanic with the same hashtag. Stunts, dances, gaming highlights, anything that demonstrated the variety and capability of someone’s particular kind of power. Weekly winners pulled from likes and brand judgment, featured in a recurring highlight reel.
AR filters and Facebook frames sat underneath the campaign as connective tissue.
Grow Their Power
Most Ramadan brand communications default to food, money, or clothes. Grow Their Power found a different route.
Magma would supply local schools, youth centers, clubs, and sports associations with sportswear directly. Either as a brand-led initiative, a donation activation, or 5% of every order over EGP 1000 routed to charity foundations during the lead-up and the month itself.
Athletes anchored the launch: Ahmed Ramadan, Yahia Omar, Ahmed Mansour, Ahmed Eid.
The logic was direct. If Magma believes everyone has power, Ramadan becomes the moment to help others grow theirs.
Keep Your Power
People slack off in summer. Keep Your Power kept the platform with them.
The seasonal anchor was a spokesman: Omar El Sharawy. Two-time cancer survivor, coach and manager at Ignite, public speaker. Weekly live sessions on fitness, life, and health. Functional-benefit content built around the comfort the brand could offer in heat.
The participation mechanic was light. People in Magma, doing whatever the season looked like for them.
Earn Your Power
Earn Your Power gamified the call-to-action.
Weekly challenges (200 push-ups, 120 kilometers) tracked through a proposed Magma Power app. Two winners per week, every cycle. At the end of the run, a physical finale event in Cairo or Sahel, modeled on Takeshi’s Castle and Red Bull activations, where winning duos competed for Magma Tower of Power trophies and a lifetime 10% discount.
Four sports figures kicked off each cycle with announcement posts and a media takeover.
Free Your Power
The experiential layer was where the platform got physical.
A series of events in Cairo and Sahel, headlined by The Floor is MAGMA: a brand-owned twist on the Floor is Lava challenge where participants jump across obstacles to a finish line without their feet ever touching the ground. Winners take home Magma product.
Magma Run, Magma Ride, and Magma Dance Off rounded out the live presence.
My Role
Platform development, naming each extension, writing the insight, rationale, and tone across all six. Plus the launch film logic, the celebrity collab logic, and the engagement mechanics across content, social, CSR, summer, gamified, and experiential layers.
Casting (celebrities, content influencers, the Ramadan athlete roster, the summer spokesman, the TikTok creators) was sourced by the team. The criteria (niche, varied, less obvious, real skill) came from the platform brief.
Pitched in 2021 with People of the Internet. Did not go to production.
Why This Work Matters to Me
The line is the easy part. The grammar around it is the work.
Know it. Show it. Grow it. Keep it. Earn it. Free it. Enough flex to hold a launch film, a Ramadan handout, a gym challenge, a TikTok dance, and a live event in Sahel without snapping in any of them.
Most platforms don’t survive their second extension. This one was built to.
I still write systems before I write lines. This is one of the reasons.
Project: Magma Sportswear, Know Your Power Platform
Role: Campaign Platform, Naming, Concept, Pitch Writing
Year: 2021
Agency: People of the Internet
Client: Magma Sportswear
Status: Pitch, did not go to production