80 dancers perform in a flash mob inspired by du’s Every Step Counts campaign

In the presence of His Highness Sheikh Majid bin Mohammed du’s flash mob inspires the crowds at Dubai Fitness Championship to make Every Step Count!

Dubai, UAE, 17 September 2013: In the presence of His Highness Sheikh Majid bin Mohammed Al Maktoum, Chairman, Dubai Culture and Arts, crowds at the Dubai Fitness Championship were given an exciting surprise when 80 dancers interrupted the finals, for a riveting, highly choreographed performance! The dancers promoted du’s Every Step Counts campaign, a national wellness initiative launched earlier this year by the company to promote a healthier lifestyle in the UAE.

The 4 minute-long routine was inspired by fitness aerobics, and choreographed to Eric Prydz’ ‘Midnight City. The dancers thrilled the crowd as they burst onto the Dubai Ice Rink area in the middle of the Dubai Fitness Championship finals, interrupting the proceedings to encourage the people of the UAE to adopt a healthier lifestyle fuelled by positive energy.

Present for the flash mob were Ahmad Bin Byat, Chairman, du; Osman Sultan, CEO, du, and other representatives of du’s executive management team.

Speaking on the occasion, Hala Badri, Executive Vice President, Brand and Communications, du, said: “Innovation and creativity are two key pillars in all what we do, and our flash mob activity represented them both. Through our Every Step Counts campaign we are spreading the message of the importance of living a healthier lifestyle fuelled by positive energy. The Dubai Fitness Championship presented the perfect occasion to drive home this message, with the finalists of the competition demonstrating exactly what is achievable when you adopt healthy life habits.”

du partnered with the Private Office of His Highness Sheikh Majid to support the Dubai Fitness Championship as a main sponsor.

The Dubai Fitness Championship is the first tournament of its kind in the UAE, held in collaboration with the Dubai Sports Council and Fitness First Middle East. The finals for the 2013 competition were held on 14 September at the Ice Rink in Dubai Mall.

In line with the objectives of Every Step Counts. Launched in June 2013, Every Step Counts is inspired by the speech delivered by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Prime Minister and Vice President of the United Arab Emirates, and Ruler of Dubai at the Governmental Organizations Summit, during which he advised the UAE community to adopt a healthier lifestyle.

About du
We opened for business in 2006. We offer mobile and fixed telephony, broadband connectivity and IPTV services to individuals, homes and businesses. We also provide carrier services for businesses and satellite up/downlink services for TV broadcasters.

As a rapidly-growing enterprise, we have a team of experts working to enhance and expand our bouquet of service offerings. Our people come from over 60 countries – we mirror the rich cultural diversity of our nation, while being able to serve our customers in a variety of languages.

Over 50% of our senior management team and customer-facing employees are UAE nationals, and we remain committed to providing fulfilling opportunities for quality talent in a cosmopolitan working environment.

By the end of Q1 2013, more than 6.6 million people and over 50,000 businesses have chosen to use our services. In a survey conducted by ARC Chart, we were named the Best Mobile Broadband Network 2012 in the Middle East and Africa region. We also ranked first in MENA’s Standard & Poor/Hawkamah Environmental, Social and Corporate Governance Index in 2011.

du is 39.5 percent owned by Emirates Investment Authority, 20.081 percent by Mubadala Development Company PJSC, 19.5 percent by Emirates Communications and Technology LLC and the remaining stake by public shareholders. du is listed on the Dubai Financial Market (DFM) and trades under the name ‘du’.