AUCKLAND, Today: Sports nutrition brand Musashi has selected full-funnel agency Thompson Spencer to spearhead its expansion into the Middle East. The move, which starts in the UAE, came after a competitive pitch process.
To craft their winning plan, Thompson Spencer dove deep into the local fitness scene. They connected with gym owners, marketing experts, and creators to ensure their strategy would hit the mark from the very beginning.
“What tipped the scales our way was the combination of insightful creative backed by analytics and performance,” says Melanie Spencer, co-CEO of Thompson Spencer.
“Our strategy and creative were on point, we live and breathe the importance of nurtured communities, and thanks to our merger with Reason, our performance capabilities are off the charts.
“What tipped the scales our way was the combination of insightful creative backed by analytics and performance.” – Melanie Spencer, co-CEO of Thompson Spencer
“Our tool kit contains a huge advantage for Musashi – among other initiatives we’ll be creating content that can be tested at pace, then scaled in real time. It’s absolutely ideal for a fast-moving market like the UAE.”
This new partnership builds on Thompson Spencer’s existing global work with Musashi. The two recently collaborated on a major campaign for the 37th America’s Cup, connecting fan communities in Auckland and Barcelona.
Their previous work included a large supporters’ hub in Auckland and an on-the-ground content team in Barcelona. Dual-city Musashi Run Clubs also brought international excitement to the event.
Thompson Spencer and Musashi are now starting the planning phase. The official launch activities are scheduled to begin in 2026.
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