Nike’s new WHY, Ironman in Oman, and your latte’s wellness glow up

Hi friends,

The big news in wellness + culture this week? Nike has officially tweaked its iconic slogan. After 37 years of “Just Do It,” the brand is asking a new question: “Why Do It?”

It’s a bold move by a brand that has become synonymous with the most famous brand slogan of all time. For decades, Just Do It symbolised grit, resilience, and the magic that happens when you simply show up - whether it was 80 year old Walt Stack jogging across the Golden Gate Bridge in 1988, or the 1995 “If You Let Me Play” campaign proving how sport could transform the lives of young women. Those three words became shorthand for possibility.

BUT culture shifts, and so do we. Today’s younger generation isn’t fuelled by “grit your teeth and push through.” Gen Z — often dubbed the “anxious generation” — leans toward questioning tradition, challenging expectations, and searching for purpose. Nike’s meeting them there. By turning a statement into a question, they’re not just rebranding — they’re opening the door to collaboration and inviting this generation to step forward with courage, conviction, and (most importantly) belief in themselves. We’re no marketing geniuses, but honestly… We think it’s really rather clever.

Whether you love or hate the new slogan, the reminder is clear: the WHY matters. Asking why you move, why you work, why you create — that’s the fuel that sustains us far longer than sheer willpower ever could. Whether it’s grounding on the beach, competing in an Ironman Triathlon, diving into breathwork or just bathing under the full moon, the power isn’t just in showing up - it’s in choosing why you’re there.

So with a plethora of incredible events across the city this week, we’re curious: which one will you choose… and why?

With love (and a reminder that your why matters more than your how),

PS: Keep your eyes on the grid this week — we’ll be announcing our very first FREE Wellness Drop Stroll. We’ve teamed up with one of our absolute favorite wellness studios to make it extra special. Stay tuned!

The Growhouse by One Life, Alserkal Avenue

Alserkal has no shortage of cool hangouts - but The Growhouse might just be one of our favourites yet. Open from 8am–10:30pm daily, this all-day spot somehow manages to feel industrial, intentional, and totally alive all at once.

Created by the team behind One Life (you may have been to their d3 or JVC cafés), The Growhouse takes the farm-to-table concept to a whole new level - literally. Upstairs, there’s a full-on indoor greenhouse growing everything from basil and chickpeas to tomatoes and microgreens. It’s not just for show, either. The ingredients pop up on your plate, in your smoothie, and across the rotating menu - all made from scratch, using ingredients they genuinely love.

The vibe? Urban greenhouse meets creative warehouse. Exposed pipes, soaring ceilings, and plenty of plants soften the concrete edge, while the big open kitchen lets you watch the action (or just stare longingly at everything being plated). There’s a mix of intimate tables and big communal ones - perfect for solo laptop mornings or catch ups with friends.

Whether you’re popping in for breakfast, lunch or dinner (the menu spans a mix of cuisines — all fresh, flavourful, and made with purpose), this one’s worth the repeat visits.

Team it with a trip to Shimis, Crank, or Karve and you’ve got the perfect wellness morning sorted. 

September is in full swing — and this week’s line-up is a mix of movement, sound, and soul-soothing rituals in some of Dubai’s most iconic spots. From red light sculpting to floating meditations, here’s where to reset, recover, and recharge.

🧘‍♀️ Yoga & Coworking
Wednesday 17 September, 8.30am - 3.30pm
The Lob, Al Quoz
For those who struggle to balance wellness and productivity - enter thesolo.co. Start with a grounding yoga flow to reset body and mind, then carry that clarity into a focused coworking session. Perfect for freelancers, founders, and creatives craving connection.
Book here

🧘‍♀️ Sunset Stretch & Recover with WHOOP
Wednesday 17 September, 6pm – 7pm
HWH Studio, Burj Al Arab
A restorative session blending stretch, recovery, and access to HWH Studio’s luxury wellness setting - powered by WHOOP.
Book here

🎨 Deep Stretch & Sound Healing
Friday 19 September, 8.30am
ARTE Museum
Start your Friday surrounded by immersive art with Villa Sage and Clarice. Gentle stretching and healing sounds to release tension, calm the mind, and recharge for the week ahead. Includes a mindful tea at the ARTE Tea Bar and time to explore the exhibits.
To book DM @villa.sage

💡Red Light Sculpt & Recovery Talk
Friday 19 September, 7pm - 9pm
Peaq Wellness
A powerful evening combining a recovery talk with Dr Elie on performance and wellbeing, followed by a Red Light Sculpt session led by Camila. Plus all attendees are entered into an exclusive giveaway to win an Eight Sleep Pod.
To book DM @peaqwellness

🌊 Floating Immersive Breathwork
Friday 19 September, 8.30pm
SAL, Burj Al Arab
Breathe deeply as you float in the tranquillity of the saltwater pool. This unique breathwork journey guides you into calm, releasing stress and restoring balance - all in the breathtaking setting of Burj Al Arab.
Book here

💪 Elevating Wellness
Saturday 20 September, 7am & 8am
Aura Skypool
Longevity Wellness x Aura Skypool present micro-Lagree at new heights. A 40-minute full-body workout designed to sculpt, strengthen, and energise - all against one of Dubai’s most iconic backdrop.
Book here

💦 Floating Meditation
Saturday 20 September, 9am - 10am
HWH Studio, Burj Al Arab
Drift into deep relaxation as the soothing vibrations of crystal bowls surround you while you float effortlessly on water. A meditative reset like no other.
Book here

🌴 Sunday Sanctuary
Sunday 21 September, 9am - 11am
Kaimana Beach, J1 Beach
A dreamy morning of Pilates, singing bowl meditation, and a nourishing breakfast by the water — the ultimate Sunday reset.
Book here

Your weekly whip-smart scroll through what’s hot (and not) in the world of wellness.

 INDUSTRY TRENDS AND NEWS

👟 Nike’s Existential Era
After 37 years of Just Do It, Nike’s asking a new question: Why Do It? Narrated by Tyler, the Creator, the campaign flips the iconic slogan on its head - not to ditch it, but to hand it over to the next generation. Designed to meet young athletes where they are, it reframes greatness as a choice, not just an outcome. Think less “grit your teeth and push through,” more “find your own why and run with it.”
Our Take: This isn’t Nike breaking up with its most famous slogan… it’s Nike keeping it fresh, sparking conversation, and reminding us that sometimes the most powerful motivation comes from inside, not just the coach yelling from the sidelines.
📖Read More

🏊‍♀️ Ironman Returns to the Middle East
Big news for endurance athletes: Ironman is making history in Oman. Muscat will host the first ever full Ironman race in the Middle East in 2026 (scheduled for December 2026 with a 70.3 scheduled for Feb 14 2026), followed by the Ironman 70.3 World Championship in 2029. Through a new global partnership with Experience Oman, the country will also become the naming partner for all Ironman events there - giving the region some serious visibility in the endurance sports world.
Zooming Out: Between desert backdrops, mountain climbs, and coastal routes, Oman is about to become the new bucket llist stage for triathletes. Who’s ready to trade Kona for the Khaleej?
📖Read More

🌱 GLP-1s… but make them natural?
Biomimetics startup Evolv just dropped its first product: Evolv GLP-1, an oral supplement designed to mimic your body’s natural satiety signals - without the shots, side effects, or hefty price tag. Built using a proprietary yeast strain, this next gen formula claims to help regulate appetite, reduce food noise, and support metabolism by working with the body’s own pathways, not against them. Consumers are conflicted on GLP-1 drugs… Impressed by results but wary of costs and long-term risks, but Evolv’s “biomimetics” approach positions itself as a new category: science-backed, nature-powered, and more accessible.
Bottom Line: Built on science, not shortcuts, this could be the beginning of a more sustainable middle ground in the weight management conversation. If it delivers, it’s less about quick fixes - and more about long-term alignment with the body. We like-y.
📖Read More

📵 Gen Z Wants Off the Grid (Sort Of)
Two new surveys confirm what we’ve all suspected: the scroll is frying us. In the US, 81% of Gen Z wish it were easier to unplug, while two-thirds of young Brits admit too much screentime makes them feel worse — some even want a digital curfew. The catch? Ditching devices feels good (72% say unplugging brings peace) but also sparks anxiety (44% panic without their phone). So they’re hacking balance: downloading detox apps like Roots and Steppin, switching to minimalist Light Phones, or heading into “fourth spaces” like run crews, sauna raves, and supper clubs where the vibe is 100% IRL. Even travel brands are catching on — from FTLO to Black Tomato, off-grid escapes are catering to young consumers who’d happily holiday without WiFi.
Outtake: Sure, Gen Z are digital natives — but the real flex might be being phone-free. The counterculture is clear: connection hits different when there’s no signal bar in sight.
📖Read More

🩻 Full-Body Scans Are the New Self-Care
Swedish clinic Neko Health - co-founded by Spotify’s Daniel Ek - is making big waves with its AI-powered body scans. Less than a year after opening in London, it’s already expanding to Manchester and Birmingham, with over 100K people on the waitlist. No surprise really: their second-year data shows 1.2% of patients discovered life-threatening conditions, 4% needed urgent care, and the majority with severe diagnoses improved after treatment.
Our Thoughts: It’s proof that people are willing to pay for peace of mind — and while Neko isn’t in Dubai yet, you don’t actually have to wait. We recently trialed the Genesis Executive Health Check and it’s the real deal: a deep dive with specialist scans, bloodwork for early markers, and even a full-body MRI if you want to add it on. Some insurers cover part of it with pre approval, but honestly, even without, it’s a worthy investment. Health = wealth.If you’re curious, give them a call on 04 577 6500 and mention The Wellness Drop — you’ll get a free bonus biomarker check tailored to you.
📖Read More

🍏 Apple Wants Your Workout Too
Apple’s not slowing down on wellness. At its September showcase, the tech giant revealed AirPods Pro 3 with a built-in heart-rate sensor that syncs straight to the Fitness app - meaning your headphones now double as a calorie-burn tracker. With Apple’s resources, there’s basically no limit to how far it can push into fitness. Great news if you’re a gym or studio operator (hello, seamless integration) … slightly scarier if you’re a digital fitness brand already battling for screen time.
What it Means: Apple is making health tracking so seamless it almost disappears — which is exciting for consumers, but a reminder that smaller brands will need to differentiate with community, creativity, and real life connection if they want to compete.
📖Read More

RESEARCH SPOTLIGHT

💔 How to Heal a Broken Heart (Literally)
Takotsubo syndrome, better known as “broken heart syndrome,” isn’t just a poetic phrase — it’s a real condition triggered by extreme emotional or physical stress (like the loss of a loved one) that can weaken the heart and double the risk of early death. Until now, there’s been no cure. But in a world-first clinical trial, doctors found that 12 weeks of tailored cognitive behavioural therapy (CBT) or a structured exercise programme (think swimming, cycling, aerobics) significantly improved patients’ heart function and overall fitness. Both approaches boosted energy production in the heart, improved walking distance, and increased VO₂ max — all key indicators of recovery. The big takeaway? Healing the heart isn’t just physical — the brain-heart connection is real. CBT helped hearts recover too, showing that tending to mental health can directly support heart health.
The Big Picture: It’s early days, but this is such a powerful reminder of the mind-body link. Emotional wellbeing is never just “in your head” — it literally changes your physiology. We’ll be watching closely as more research unfolds.
📖Read The Study

TREND TO WATCH

☕ The Rise of Functional Coffee Culture
Your latte’s getting a glow-up. Fueled by the MAHA movement, Starbucks is scrubbing its menu (bye seed oils, artificial dyes, and corn syrup 👋) and bulking up on protein-packed drinks and cold foams. And they’re not alone.. US drive through coffee fave Dutch Bros dropped protein coffee, Joe & the Juice teamed with Kevin Durant on a 33g steak sando, and Bluestone Lane is serving AG1 alongside run clubs. Here in Dubai, we’re seeing the same shift. New cafés are popping up around Kite Beach tied to run crews, padel clubs are partnering with premium coffee providers, and health supplements like Humantra and Health Nag are showing up as add-ons on menus.
Punchline: Whether it’s a latte with protein, a matcha spiked with electrolytes, or a cold brew after your padel match, coffee is no longer just about caffeine — it’s becoming a wellness ritual.
📖Read More

📩 SHARE IT, SAVE IT, SEND IT

💾 Save it — for when you need inspo to try a new class, book that health check, or just sound extra clued-up over your next matcha
📲 Share it — with your wellness crew who’d trade Kona for Khaleej (yes, Ironman Oman is happening).
📤 Send it — to the friend still rocking their Apple Watch flex — and tell them their AirPods just joined the party.