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Maaden rebrand makes mining cool, contemporary focused on talent and tech

Maaden, formerly known as the Saudi Arabian Mining Company, which is one of the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, has marked the start of a new chapter by unveiling its new brand and visual identity. The new brand aims to […]

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Maaden, formerly known as the Saudi Arabian Mining Company, which is one of the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, has marked the start of a new chapter by unveiling its new brand and visual identity.

The new brand aims to be an impactful expression of the company’s ambitious vision: to drive innovation, lead with purpose and to inspire and invest in the next generation.

For the rebrand, Maaden worked with Creative Artists Agency (CAA) to develop the complete brand identity, and partnered with creative and marketing agency Ducklife to bring the brand campaign to life across digital platforms and out-of-home advertising.

“We worked with CAA for a year to really bring this to life and create the full visual identity suite,” said Susan Parker, Vice President – Communications, Maaden, in an exclusive conversation with Campaign Middle East. “Ducklife is an incredibly impressive agency. They were specifically chosen because of their experience in sports and consumer marketing. This was important because our rebrand was centred on moving away from a corporate space into a much more business-to-consumer (B2C) space.”

Susan Parker, Vice President – Communications, Maaden
Susan Parker, Vice President – Communications, Maaden

Maaden rebrand: ‘Much more than a logo or a visual identity’

As Maaden establishes itself as a globally significant Saudi mining champion, with an ambitious plan to grow 10 times by 2040, it’s goal is to become the employer of choice for the next generation of Saudi professionals.

To achieve this, Maaden has realigned its visual identity and brand strategy to reflect the company’s dynamism, technology focus and ambitious growth.

In conversation with Campaign Middle East, Parker said, “Within this industry, recruitment has been a key concern. One of the objectives of the new brand and visual identity was to get youth and younger generations to look at a corporate, old-school industry like mining differently. So, we took a step back and thought about how we could better connect with youth who are wondering, ‘what’s next?’ in their life, and how do we get them excited about mining.”

Joking that her job is to try and make ‘mining cool again’, Parker added, “The rebrand was about appealing to younger audiences, which means moving away from a traditional, corporate entity and more towards the ambitions we have in terms of technology, which changes the perceptions around the company, the industry and Saudi Arabia. That’s why this is so much more than a logo or a visual identity.”

The company has ambitious growth plans that are already being realised, and to fuel these it is looking to continue inspiring the current and future workforce in Saudi Arabia to transform the mining sector and realise Saudi Arabia’s significant mineral potential.

During the official unveiling of the rebrand, Bob Wilt, CEO, Maaden, said, “We are unveiling more than a visual identity today, this is an important milestone in our journey as a KSA-based, globally significant organisation that drives progress through technology, innovation and talent.”

Bob Wilt, CEO, Maaden
Bob Wilt, CEO, Maaden

Humanising the brand: Maaden’s ‘presence in every day life’

The visual identity captures Maaden’s proud Saudi heritage and its global ambition with the fusion of infinity, the Arabic م and English M — representing legacy, vision and connectivity.

The tagline, Unearth Tomorrow, recognises the company’s overarching purpose of developing the Kingdom’s mineral resources to fuel economic, societal and industrial growth.

Parker added, “It was important for us to look at encapsulating our Saudi heritage and pride with our global ambitions and growth strategies. The logo, featuring the Arabic م and English M is also a symbol of connectivity. We are humanising the fact that Maaden minerals is in everything, from your phone to your food to your car, making Maaden a part of the essence of everyday life.”

The wordmark of Maaden’s new brand identity made its debut earlier this year on Aston Martin Aramco’s AMR25 Formula One car. As the team’s first-ever Principal Partner, Maaden’s branding features prominently on the car’s livery.

Maaden

Parker explained, “As part of our plan to appeal to new audiences, Maaden has been looking at different channels. We started looking at sports, which then narrowed down to avenues such as Formula One and golf, but from a broader viewpoint – sports marketing was really a no-brainer. It’s such a wonderful leveller; it cuts across all demographics and reaches a huge audience. It opens opportunities for people to not only ask, ‘What’s Maaden?’ but also to position mining in a completely different way.”

She added, “The Formula One circuit hits between many of our international territories, including Singapore, Brazil, the UK and the US, which brings us global reach. But also, Formula One connects with the youth demographic, given that ‘Drive to Survive’ has done a lot for this sport. This really connects the brand to the cool, fast-paced, technology-driven sport.”

Both this partnership and Maaden’s recent Pillar Partnership with LIV Golf are key markers of the company’s ongoing transformation to connect with a broader audience to attract top talent and strengthen its profile on the global stage.

Maaden CEO Wilt added, “As one of the fastest growing mining companies in the world, Maaden takes its role as a sector champion seriously. It was important that we created an image that encompasses those ambitions and positions us differently, visually and strategically, and captures the spirt of excitement and motivation that must define everything we do.”

Prioritising domestic development and local talent, Maaden aims to drive economic diversification and fuel the Kingdom’s transformation. Inspired by the ambition of Vision 2030, the industry is accelerating growth and promoting innovation. Maaden is also attracting world leading partners, investing in new technologies and ramping up capabilities – building the third pillar of Saudi Arabia’s economy.





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LifeSpeak Launches Adaptive Training Series for All Abilities

With a mission to prove movement is for every body, LifeSpeak has launched an Adaptive Fitness series designed to empower individuals with diverse physical needs LifeSpeak is tapping into the growing demand for inclusive wellness with a new Adaptive Fitness series led by Paralympians and top trainers. The Canadian company, which provides holistic well-being solutions […]

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With a mission to prove movement is for every body, LifeSpeak has launched an Adaptive Fitness series designed to empower individuals with diverse physical needs

LifeSpeak is tapping into the growing demand for inclusive wellness with a new Adaptive Fitness series led by Paralympians and top trainers. The Canadian company, which provides holistic well-being solutions for employers and health plans, has launched a series of beginner-friendly workouts designed to make movement more accessible for individuals with injuries, chronic conditions or mobility challenges.

The program offers strength and mobility classes in both English and French, led by Paralympians Patrice “Pico” Dagenais and Lindsey Zurbrugg, as well as award-winning fitness expert and TopShape Inc. president Peter Morel. Users can follow a two-week guided course or drop into single on-demand sessions to build confidence and independence through exercise.

The launch comes as the global fitness industry increasingly prioritizes accessibility. A Research and Markets report released earlier this year projects that the market for fitness platforms designed for individuals with disabilities will surge from $3.38 billion in 2024 to $30.78 billion by 2035, supported by demand for inclusive fitness solutions, advancements in adaptive equipment and digital platforms and stronger advocacy support for equitable access to movement.

“Movement is a powerful driver of holistic wellbeing, supporting everything from mental health and sleep to weight management and musculoskeletal health,” LifeSpeak Inc. founder and CEO Michael Held said. “But everyone’s journey with movement begins in a different place. This new series recognizes that diversity and meets people where they are, with tools tailored to their specific needs. We’re proud to launch it in partnership with employers, health plans and organizations working to make physical activity and overall well-being more inclusive and accessible for all.”

The first set of classes in the Adaptive Fitness series features Morel, a leading voice in adaptive sports who was born with spina bifida and has spent his career championing inclusive fitness. He’s joined by Dagenais, co-captain of Team Canada’s Wheelchair Rugby team and president of the Ottawa Stingers Wheelchair Rugby Club. A Paralympian who sustained a spinal cord injury in a construction accident, Dagenais most recently competed at the 2024 Paralympic Summer Games.

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Personal trainer working out with client

“We’re thrilled to have Peter Morel and Patrice ‘Pico’ Dagenais lead classes in our new Adaptive Fitness series,” Held said. “They both bring unique expertise and lived experiences to the program, which so many people will relate to. Their involvement underscores our commitment to providing inclusive wellness resources that resonate with diverse audiences and real-world needs.”

More expert-led content is coming soon, including a new strength and conditioning series from Zurbrugg, a two-time Paralympian and medalist with Team USA’s Women’s Wheelchair Basketball team. After suffering a back injury that revealed a congenital condition leading to paralysis, Zurbrugg transformed the experience into a catalyst for her athletic career—earning silver at Paris 2024, bronze at Tokyo 2020 and helping lead Team USA to a bronze medal at the 2023 World Championships. Her intermediate strength and conditioning program launches July 20.

LifeSpeak’s new Adaptive Fitness series falls under its recently launched Holistic Wellness solution, a platform offering tools, expert content and AI-driven guidance across fitness, nutrition, mindfulness and mental health.





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Oakley Launches Game-Changing AI Glasses for Enhanced Performance

Meta and Oakley are poised to revolutionize sporting technology with the unveiling of their latest collaboration: the Oakley Meta HSTN, a new line of Performance AI glasses designed for athletes and sports enthusiasts. Set to launch with a global marketing campaign featuring high-profile athletes like World Cup winner Kylian Mbappé and Super Bowl MVP Patrick […]

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Meta and Oakley are poised to revolutionize sporting technology with the unveiling of their latest collaboration: the Oakley Meta HSTN, a new line of Performance AI glasses designed for athletes and sports enthusiasts. Set to launch with a global marketing campaign featuring high-profile athletes like World Cup winner Kylian Mbappé and Super Bowl MVP Patrick Mahomes, this innovative eyewear promises to integrate cutting-edge technology with Oakley’s signature style.

The Oakley Meta HSTN is not merely a pair of glasses; it’s a multifaceted tool aimed at enhancing athletic performance and sharing experiences. Think of it as a wearable assistant that provides insights into physical capabilities while seamlessly capturing moments in Ultra HD video. Armed with a built-in camera and open-ear speakers, the glasses allow users to record their activities hands-free and also enjoy music or podcasts without losing awareness of their surroundings.

One of the standout features of the Oakley Meta HSTN is its impressive battery life. A fully charged pair can last up to eight hours of use, offering 19 hours of standby time and the ability to charge up to 50% in just 20 minutes. For busy small business owners who may not have the time for lengthy recharge periods, this feature is a game changer. The included charging case extends usability even further, providing an additional 48 hours of power on the go.

In addition to energy efficiency, the glasses feature a high-resolution camera that captures activities in 3K video. This allows athletes and fans alike to document their journeys and share accomplishments on social media, potentially boosting engagement for small businesses that use such content in their marketing strategies.

What truly sets the Oakley Meta HSTN apart is the integration of Meta’s AI technology. Small business owners, particularly those in the fitness or outdoor industries, can leverage these functionalities to enhance their customer interactions. Athletes can easily gather real-time data on factors such as weather conditions or performance metrics, enriching their training sessions. For example, golfers can ask, “Hey Meta, how strong is the wind today?” enabling them to make informed decisions right on the course.

For those involved in merchandising or retail, the glasses can serve as an excellent promotional tool. Brands can create campaigns showcasing athletes using the glasses in action, thus enhancing brand visibility and consumer connection.

Despite these cutting-edge benefits, small business owners should also consider potential challenges. The high price point of $499 for the limited-edition HSTN model might be a barrier for some potential users, especially those still recovering from the pandemic’s economic impact. Therefore, businesses may need to strategically position these glasses as a premium offering, perhaps bundling them with other products or service packages to justify the investment.

Additionally, while the glasses provide numerous technological advantages, they may come with a learning curve. Users will need to familiarize themselves with the AI features, which might require training sessions or additional resources to ensure they can maximize their utility. For a business focused on fitness or outdoor activities, offering training or workshops on how to best utilize these glasses could serve as an additional revenue stream.

The limited edition Oakley Meta HSTN will be available for preorder starting July 11, with prices starting at $399 for the rest of the collection dropping later this summer. They’re set to be available not just in the U.S. but also in various international markets, including Canada, the UK, and several countries in Europe and Australia.

In an increasingly competitive landscape where technology intersects with athletic performance, the Oakley Meta HSTN positions itself as a critical tool for both athletes and small business owners. By utilizing these innovative glasses, businesses in the sporting arena can enhance their marketing, enrich customer experiences, and stay ahead of industry trends. To learn more about the Oakley Meta HSTN, visit the original announcement at Meta’s press release.

Image Via Envato


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Walking may reduce back pain risk if you follow this ‘simple’ rule

The causes of lower back pain can vary, from natural wear and tear as we age to muscle strain or medical conditions, such as sciatica or a slipped disc. Whatever the cause, it can impact your ability to work, sleep, exercise and be with those you love. With so many people affected, though, a lot […]

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The causes of lower back pain can vary, from natural wear and tear as we age to muscle strain or medical conditions, such as sciatica or a slipped disc. Whatever the cause, it can impact your ability to work, sleep, exercise and be with those you love. With so many people affected, though, a lot of research has gone into how back pain can be managed and prevented.

A recent study linked to the Norwegian University of Science and Technology is the latest to investigate how walking may help prevent back pain. Researchers found that walking for more than 100 minutes per day was associated with a 23% lower risk of chronic back pain, compared to walking less than 78 minutes a day.



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Paris Saint-Germain, CrowdIQ set out to measure crowd atmosphere with data

Paris Saint-Germain enjoys one of soccer’s best home match atmospheres, but club executives still had questions. Why? And how could it be even better? By collaborating with crowd analytics provider CrowdIQ — who, at PSG’s suggestion, added audio inputs to its AI algorithms — the Ligue 1 power developed a methodology for assessing what factors […]

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Paris Saint-Germain enjoys one of soccer’s best home match atmospheres, but club executives still had questions. Why? And how could it be even better?

By collaborating with crowd analytics provider CrowdIQ — who, at PSG’s suggestion, added audio inputs to its AI algorithms — the Ligue 1 power developed a methodology for assessing what factors drove lively experiences at Parc des Princes for its men’s and women’s teams. This new Atmosphere Index has helped PSG devise its matchday programming, sponsor activations and more.

“One of the business challenges that’s important for us is to maximize the match day experience for two real factors,” said PSG Chief Innovation & Digital Officer Jerry Newman, a former executive at Meta, Chelsea FC and The FA, the governing body for soccer in England. “The first is that a great experience in the stadium is great from a consumer perspective. And secondly, there’s a few academic papers that say, actually, the fan is the 12th man in many respects within sport, and if you can figure out a way in which you can improve the atmosphere, it could have an impact on the pitch.”

CrowdIQ’s high-resolution cameras, which also power FanCam, feed its computer vision algorithms to estimate not only fan demographics but also behavior, such as when they arrive at their seats and where they are looking. Its attention tracking product takes photos every second to understand if fans are watching the pitch, checking their phones or looking at stadium signage or videoboards.

PSG then exported its CRM and ticketing data. Opta event data was also added to understand the action happening on the field, such as goals, corner kicks or tackles.

Newman summarized the working definition of a good atmosphere as “a combination of attention, noise and time spent in seat.” Among the findings published in the new white paper:

— Fans reported 10% higher satisfaction for UEFA Champions League matches than for domestic Ligue 1 contests. (PSG won its first Champions League title this past year but has won 11 of the past 13 Ligue 1 trophies, including four straight).

— Attendees arrived about 25 minutes earlier for Champions League matches.

— A key emotional spike in fan interest and energy was noted about 15 minutes before kickoff.

— The Atmosphere Index was typically higher when fans arrived earlier.

“It’s been really helpful, from everything to how we present the match, to how we run promotions to get people into the stadiums, how we improve our F&B, how do we improve traffic into the stadium,” Newman said. “All with the ultimate goal of having the best atmosphere.”

Newman noted that driving revenue is not a primary goal of these efforts to further enhance crowd atmosphere, but it has an indirect impact. A better atmosphere might attract more sponsors and new fans, he said, and winning more matches is valuable from a brand and commercial perspective.

“The idea here is taking something subjective to objective, which in turn makes the crowd a better place to be, makes the game a better place to be, could increase team performance, but also could increase fan satisfaction, arrival times, which means more revenue for the team,” said Katherine Rowe, VP/Client Strategy & Insights for CrowdIQ, a 2023 honoree as one of SBJ’s Most Innovative Sports Tech Companies.

PSG pioneered the Atmosphere Index with CrowdIQ, but the AI firm is now working with other partners to modify the models to be applicable for different sports, different geographies, different venues. The Spurs are a longtime CrowdIQ user — and strategic partner of PSG since earlier this year — who have been collaborating on an NBA version of the index. The Titans will begin collecting fan data next season to inform a fan-centric design of their new Nissan Stadium.

“It’s going to be completely unique to every single partner and every single sport,” CrowdIQ CRO Rachel Goodger said. “What creates a good atmosphere in the NBA versus with PSG is very different, and what matters to those clubs is very different.”



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MyPlay and One2All.tv join forces to redefine the future of sports streaming – Product & technology

Strategic partnership will transform the way live sports are experienced and shared. MyPlay, the all-in-one automatic sports livestreaming platform, and One2All.tv, the interactive social streaming innovator, have revealed details of their new partnership. “At MyPlay, we believe that every game deserves to be seen, analysed and celebrated. Thanks to this new alliance with One2All.tv, clubs, […]

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Strategic partnership will
transform the way live sports are experienced and shared.

MyPlay, the all-in-one automatic sports livestreaming platform, and One2All.tv, the interactive social streaming innovator, have revealed details of their new partnership.

“At MyPlay, we believe that every game deserves to be seen, analysed and celebrated. Thanks to this new alliance with One2All.tv, clubs, federations and fans will now gain access to an enriched ecosystem of tools that go beyond simple broadcasting – turning every match into a dynamic, social and connected experience,” said Itai Levy, CEO of MyPlay.

Through this partnership, MyPlay’s automated live sports capture seamlessly integrates with One2All.tv’s Virtual Living Room, enabling fans to invite friends, chat and interact as if they were sitting together in the stands – no matter where they are.

“Our mission has always been clear: democratise access to live sports and empower every club to grow,” explained Levy. “This partnership is a natural extension of that vision – providing our clients with more tools to connect with their audiences, attract new fans and open the door to new markets.”

“This partnership is a game changer,” said Eyal Natan, CEO, and Maarten van Oeveren, CP&CO, of One2all.tv. “We’re not just delivering sports – we’re building communities around them. Whether it’s youth football or local basketball, fans can now gather online like they would in the stands.

This collaboration also opens the door for iGaming operators as well as advertisers to tap into highly engaged micro-communities. With shared revenues flowing back to sports associations, everyone wins – from players and fans to platforms and federations.

With MyPlay’s leading-edge capture technology and One2All.tv’s community-driven platform, this partnership reinforces both companies’ shared values: innovation, accessibility, community, performance and growth.

The future of live sports isn’t just streaming – it’s social. And it starts now.



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AOC celebrates G2 Esports’ 10th anniversary by teasing “two new esports monitors” ahead of IEM Cologne

PC Guide is reader-supported. When you buy through links on our site, we may earn an affiliate commission. Read More Just over a month ago, AGON by AOC retained its title as the number one gaming monitor brand in the world for the sixth year in a row, based on figures from the IDC Worldwide […]

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Just over a month ago, AGON by AOC retained its title as the number one gaming monitor brand in the world for the sixth year in a row, based on figures from the IDC Worldwide Quarterly Gaming Tracker. And now, the manufacturer is celebrating the 10th anniversary of the renowned Esports organization G2. The brand has been an official sponsor for the team since 2018, but G2 Esports’ history goes back even further than that.

AOC has been busy releasing plenty of new gaming monitors lately, including three new budget models and the AOC GAMING U27G4R, which becomes the brand’s first model with ‘Dual-Frame’ technology to boost your refresh rate at a lower resolution. And at upcoming IEM Cologne 2025, it will reveal two new esports monitors; the exact details remain to be seen.

✓ A brief history of G2 Esports

  • G2 was originally formed by Carlos “ocelote” Rodríguez in November 2013 and was known as Gamers2
  • On October 15th, 2015, it was rebranded to G2 Esports
  • The organization is active in a number of esports titles and will compete at IEM Cologne for Counter-Strike 2
  • AOC will be announcing “two new esports monitors” at IEM Cologne next month, which kicks off on July 23rd


Full press release

Amsterdam, 24 June 2025 – AGON by AOC – the world’s leading gaming monitor brand, proudly celebrates the 10th anniversary of G2 Esports, marking seven years as the esports organisation’s official monitor partner in their rise to becoming one of Europe’s most successful esports teams.

Supporting a decade of dominance

Since the launch of G2 Esports in October 2015, the organisation has grown from ambitious newcomers to global esports titans. AGON by AOC joined this journey in January 2018, equipping G2’s Berlin training facility with cutting-edge AGON AG251FZ monitors featuring 240 Hz refresh rates – beginning a partnership that would help shape the future of competitive gaming displays.

“Throughout G2’s incredible decade, we’ve been privileged to support them for over seven years of that journey,” says César Acosta, Gaming Product Manager at AGON by AOC. “From their historic Mid-Season Invitational 2019 victory to their recent qualification for Mid-Season Invitational 2025 in Vancouver, we’ve witnessed their evolution from challengers to champions. Our partnership exemplifies our commitment to supporting gamers at every level – from beginners taking their first steps to elite athletes like G2 competing on the world stage.”

Milestones in partnership

The collaboration has produced memorable moments, including the November 2018 launch of the G2590PX/G2 Esports Signature Edition monitor – bringing G2’s iconic samurai aesthetics and professional-grade 144 Hz performance to esports fans worldwide at an affordable price. During these years, through direct feedback from G2’s players, AGON by AOC has developed displays like the AGON PRO AG254FG with a 360 Hz refresh rate and Nvidia Reflex Latency Analyzer, or recent models such as the AGON PRO AG246FK with an impressive 540 Hz refresh rate, continuously pushing the boundaries of competitive gaming technology. This journey of innovation continues with the AGON PRO AG276UZD, which brings QD-OLED technology with 240 Hz refresh rate and 0.03 ms GtG response time at 4K resolution, offering gamers who wish to combine exceptional performance with ultra-high resolution.

Looking forward

As G2 Esports enters their second decade, AGON by AOC continues to stand by their side. César Acosta adds: “We’re excited to see G2 at IEM Cologne this year, where we’ll be unveiling two new esports monitors featuring exceptional speed and clarity that will set new standards for competitive gaming. As G2 celebrates 10 years, we’re preparing to launch technology that will define the next decade of esports.”

To commemorate G2’s 10th anniversary and the partnership with AGON by AOC, a special video celebrating the partnership is released, showcasing the evolution of gaming witnessed by the G2 Esports team.

With G2 Esports preparing to compete at Mid-Season Invitational 2025 in Vancouver (for League of Legends) from 27 June to 12 July, both organisations look forward to continuing their successful partnership into the next decade of competitive gaming.




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