Sported.

Sported is the UAE’s leading triathlon and cycling retailer - but it’s more than just a store. it’s a hub for performance, community, and coaching. chai. was brought in to translate that physical presence into digital impact.

we built a full-funnel strategy that connected content, community, and conversion. By leveraging our knowledge of local races, athlete behaviours, and performance culture, we created content that didn't only showcase Sported’s products; it spotlighted their purpose.

from ambassador storytelling and race-day reels to UGC reposts and new product drops, every piece of content was designed to reinforce the role Sported plays as the go-to authority in the cycling and triathlon community. our community management strategy played a key role in building and sustaining that audience: keeping customers, partners, and aspiring athletes engaged, informed, and coming back for more.

the result? a long-term, loyal digital community, strong brand affinity, and a content engine that drives sales while inspiring movement.