A year-long campaign platform for an Egyptian sportswear brand, built to widen the definition of power across six extensions.
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
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
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 surrounding grammar. A verb for every use case.
Each one a different job across the year.
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.
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.
The Six Extensions
Know Their Power was built on misdirection. Posts featuring people who looked like one thing paired with the question: What does it look like I do? The reveal flipped it. Teachers who were pro skateboarders. HR executives who were hip-hop dancers. The supporting roster ran on the same logic: wheelchair tennis champions, parkour coaches, skateboarders, dancers.
Show Your Power turned the camera on the audience. TikTok challenges with custom Magma sounds. Instagram mechanics around the same hashtag. AR filters and Facebook frames as connective tissue.
Grow Their Power was the Ramadan layer. Magma supplying local schools, youth centers, and sports associations with sportswear. 5% of every order over EGP 1000 routed to charity. If the brand believes everyone has power, Ramadan is the moment to help others grow theirs.
Keep Your Power held the platform through summer. A spokesman, Omar El Sharawy (two-time cancer survivor, coach at Ignite), anchored weekly live sessions on fitness, life, and health.
Earn Your Power gamified the CTA. Weekly challenges tracked through a proposed Magma Power app. Physical finale events in Cairo and Sahel. Magma Tower of Power trophies and a lifetime 10% discount for winners.
Free Your Power was the experiential layer. The Floor is MAGMA: a brand-owned twist on Floor is Lava where participants jump across obstacles without their feet touching the ground. Plus Magma Run, Magma Ride, and Magma Dance Off.
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