We create signature sports and lifestyle experiences
WE DESIGN SPORT
SIGNATURE CONCEPT 01: HoopFest 1.0
Dubai Design District | Under the Patronage of Dubai Sports Council
HoopFest 1.0 marked the introduction of Dubai’s first dedicated 1-v-1 street-style basketball battle, inspired by global streetball culture and reimagined for the UAE community. Hosted at Dubai Design District, the event brought together athletes, creators, families, and sports enthusiasts for a dynamic celebration of competition, culture, and movement.
Designed and produced by The Seventh Concept, HoopFest 1.0 set a new direction for community-first sports experiences in the region. Supported under the patronage of Dubai Sports Council, the event featured leading partners and lifestyle collaborators, including Flowers.ae as the premium floral partner and official florist of the women’s division, along with a selection of community and creative, home-grown brands like Fade Fit, The Camel Soap Factory, Mai Dubai, Koala Eats, House of Pops & others. The success of HoopFest 1.0 laid the foundation for what would evolve into one of Dubai’s most anticipated independent basketball formats.
SIGNATURE CONCEPT 02: SNOGA — The Region’s First Branded ‘Snoga’ Experience
SNOGA introduced an entirely new identity to the UAE’s wellness landscape — a women-only yoga experience in the snow, conceptualized and branded exclusively by The Seventh Concept under the patronage of Dubai Sports Council & UAE Sports for All Federation. While snow-based wellness sessions had taken place in the UAE before, SNOGA marked the first time the format was formally named, positioned, and launched as a conceptual branded experience, elevating it from an activity into a signature lifestyle IP.
Held inside Ski Dubai in partnership with Majid Al Futtaim and Mall of the Emirates, the event united global and regional partners including Lululemon, Garmin, and various lifestyle brands, all supported under the patronage of Dubai Sports Council.
A standout feature of the event was the introduction of the exclusive SNOGA signature scent, crafted by luxury fragrance house Wallace & Co. Created solely for this concept, the scent added a sensory dimension that elevated SNOGA into a holistic, immersive, premium wellness experience — setting a new benchmark for lifestyle activations in the region.
SIGNATURE CONCEPT 03:
HoopFest 2.0 - The Evolution of a Flagship IP
Town Square - Nshama | Under the Patronage of Dubai Sports Council
HoopFest 2.0 represented the evolution of Dubai’s flagship 1-v-1 basketball concept — expanding the format, audience base, and creative footprint established in the inaugural edition. Held at Town Square Nshama, this edition amplified the energy of urban street culture with an enhanced setup, new divisions, elevated production, and an expanded community reach.
Produced and creatively directed by The Seventh Concept, HoopFest 2.0 introduced improved competition structures, youth and women’s divisions, elevated participant experiences and a stronger cultural identity. The event was supported under the patronage of Dubai Sports Council and powered by an expanded lineup of strategic partners including ANTA (Title Sponsor), talabat, Hala Taxi, Barakat, Al Jaber Optical, PhysioMove, Pocari Sweat, Mai Dubai, Dr. Boba, and several community collaborators.
HoopFest 2.0 also marked a defining step in the IP expansion strategy for the format — shifting from a single-event activation into a scalable, community-driven basketball property. With strong audience engagement, cultural relevance, and brand alignment, HoopFest is now being positioned for regional rollout, establishing The Seventh Concept as a creator of signature sports formats across the Middle East.
Sports Experience Development
Sport is at the heart of The Seventh Concept. We create signature sports experiences built on fresh formats, competitive energy, and high community engagement. Our work includes one on one tournaments, team based formats, youth showcases, school partnerships, Ramadan sports events, and festival style competitions. Every format is engineered to excite participants, spectators, and partners. Our portfolio features region first concepts such as Snoga, a women only yoga in the snow experience in collaboration with Majid Al Futtaim and Ski Dubai, along with our flagship basketball tournaments and community driven sports weekends. We design rules, scoring systems, challenges, and identities that transform regular sports into elevated, unforgettable moments. Each sports experience is crafted for scalability, sponsor integration, and long term growth, turning sport into culture and competition into connection.