Ramadan 2026: Key Brand Campaigns
Columbia’s Evening Hike Honours Fasting-Flexed Routines
Recognising Muslim consumers’ need to adapt their fitness schedules when fasting – 55% in the UAE say they prioritise evening workouts during Ramadan (Khaleej Times, 2025) – US brand Columbia Sportswear launched a nighttime trail run event.
Held on the first weekend of Ramadan, the hike took place on the UAE’s highest mountain, Jebel Jais. To improve accessibility in low-light conditions and encourage year-round hiking, the brand installed solar-powered lights (intended to become a permanent fixture on the mountain) to illuminate the trail paths.
The first Ramadan hike, completed by members of Columbia’s Hike Society in the UAE, saw participants scale the mountain at dusk before breaking their fast post-sunset with a group iftar meal at the summit.
Ikea x Amaliah’s Pop-Up Iftar for Commuters
Serving the millions of British Muslims who will break their fast during their evening commute in 2026 due to the timing of Maghrib (sunset and evening prayers), Swedish furniture giant Ikea hosted a series of iftar pop-ups.
Created in partnership with British Muslim content agency Amaliah and London-based agency Mother, the pop-ups were held at Observation Point, London (March 3-5) and Exchange Square, Manchester (March 9-10). Using Ikea furniture to offer a homely space, the event served classic Ramadan dishes (such as dates and samosas) and hosted family board games to encourage commuters to connect.
Amaliah also created an accompanying social media ad which depicts British Muslims breaking their fasts on busy tubes, trains and buses. Since publishing on February 19, it has garnered over 515,000 views on TikTok.
See also Nourishing Content: #WhatIEatinaDay, Iftar Inspo & Commuter Pop-Ups in Ramadan 2026: Pop Culture & Media Directions & Trends.
Kazna Asker’s Fashion Week Iftar
Harnessing the rare calendar alignment of London Fashion Week (LFW) and Ramadan 2026 (the first since 2009), British-Yemeni fashion designer Kazna Asker (known for her fusions of Middle Eastern and Northern English fashion) incorporated an iftar into her LFW presentation.
Hosted at the British Fashion Council’s NewGen space (the showcase area for emerging UK designers) at 180 Studios, the event began at sunset with lights dimming and a poem recital from Sudanese-Australian author Yassmin Abdel-Magied. Those present, including fashion week guests, models and runway production teams, were served Iraqi food from Borough Market food stall Juma Kitchen, as well as dates and cakes from London-based luxury Middle Eastern bakery Nuun.
Alongside the meal, British henna collective Huq That provided henna services with designs that mirrored the prints and patterns featured in Asker’s fashion collection.
Waba’s Satisfyingly Sonic Cinematic Viral Ad
Kuwaiti luxury kitchenware brand Waba’s Ramadan ad has garnered global virality (reaching 990,000 views on YouTube and 1.5 million views on TikTok) for its meticulous match cuts (a cinematic technique where visual elements seamlessly blend between shots), visual symmetry and ASMR-like sound design.
Created in partnership with Kuwaiti agency Shareet Studios, the ad depicts fast-paced transitions between Ramadan preparations, celebrations, and elements of Kuwaiti culture (such as traditional dress and desert driving). These visuals are underscored with rhythmic sonic accents like knives clashing with chopping boards and the clinking of spoons stirring tea.
Helmed by director Mohammed Al Nashmi, the ad required extensive creative effort and co-ordination among the production team (including over 35 hours of filming) to align the precise symmetrical visuals with the frenetic pace of the accompanying soundtrack.
For more on consumers’ increasing appetite for visible human skill and craftsmanship in brand comms, see our report Heroing the Human-Made.