Al Haboob is a camel racing team built by the SAFF W OMZZ duo — Safwan Modir and Omar AlMaeena — to carry one of the Gulf's oldest sports onto a contemporary, international stage. Its drive to modernise the sport's profile has drawn high-profile partners, including footballer Paul Pogba, and taken the team's story well beyond the racetrack to audiences far outside the region.
Al Haboob came to us not with a brand, but with a raw vision — to reimagine camel racing, blending heritage with modernity, and make a centuries-old sport impossible to ignore in the modern world.
A camel racing team, reimagined.
We architected a brand from scratch — redefining the sport's narrative around speed and progress, and crafting a bold identity that carried across tracks, fashion drops, PR campaigns and international partnerships. We launched Al Haboob not just into races, but into global culture.
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