ABOUT

Al Haboob came to us not with a brand, but with a raw vision—to reimagine camel racing, blending heritage with modernity. Their goal was clear: take a centuries-old sport and make it impossible to ignore in the modern world.

VI’S ROLE

We partnered with Al Haboob to architect a brand from scratch. Starting with a deep understanding of camel racing’s culture and global perception, we redefined the sport’s narrative, focusing on speed and progress. We crafted a bold identity that blended heritage with innovation, ensuring it resonated across tracks, fashion drops, PR campaigns, and international partnerships.

We launched Al Haboob not just into races, but into global culture, driving their presence through activations, digital experiences, and influencer collaborations. Behind the scenes, we built a full operational ecosystem—from governance and performance systems to financial planning and league positioning.

What began as a raw idea is now a movement, setting the stage for the future of camel racing in the region and beyond.