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, and most of them mean the exact same thing by it: hard bodies, harder stares, one narrow idea of what an athlete is supposed to look like.
Magma needed a 2021 plan that didn’t sound like every other gym brand on the timeline, and it needed to run a full year rather than a single launch. The platform had to carry a brand film, celebrity collabs, social content, Ramadan CSR, summer activity, gamified fitness and experiential events, all without re-explaining itself every time the brand picked up a new format.
The Tension
Power turns up in far less obvious places; a wheelchair tennis champion, a parkour coach, a dancer, a skater, a creative pulling fourteen-hour days, a parent staying active between school runs, a cancer survivor who became a coach.
Magma could speak to every one of them, and the platform had to make room for that without losing its 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 grammar built around it; a verb for every use case.
Each one a different job across the year.
The Launch
The 2021 plan opened with two moves. First, a brand film introducing Know Your Power as a thesis, cutting 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, with the logo hitting at the close.
Then a celebrity collaboration that leaned into the rap, trap and shaabi scene reshaping youth culture in Egypt at the time. Custom Magma outfits, made to spec and colour preference, went out to artists like Marwan Pablo, Marwan Moussa and 3enaba, each posting on their own terms, in their own world. The brand wasn’t there to tell these artists what power looked like; it kitted them out and got 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?”, then a reveal that flipped it. Teachers who turned out to be 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, with TikTok challenges built on custom Magma sounds, Instagram mechanics around the same hashtag, and AR filters and Facebook frames as the connective tissue.
Grow Their Power was the Ramadan layer, with Magma supplying local schools, youth centres and sports associations with sportswear and routing 5% of every order over EGP 1,000 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, a two-time cancer survivor and coach at Ignite, anchored weekly live sessions on fitness, life and health.
Earn Your Power gamified the call to action, with weekly challenges tracked through a proposed Magma Power app, physical finale events in Cairo and Sahel, and Magma Tower of Power trophies plus a lifetime 10% discount for winners.
Free Your Power was the experiential layer, led by The Floor is MAGMA, a brand-owned twist on Floor is Lava where participants jump across obstacles without their feet touching the ground, alongside 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, and this is one of the reasons why.
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