Shoppers at Ibn Battuta Mall can now earn exclusive retail and dining rewards by completing 6,000, 8,000, or 12,000 steps through themed courts using the FITZE app.
Dubai’s Ibn Battuta Mall is turning everyday shopping into an active lifestyle experience with the launch of its new campaign, “Walk to Unlock,” an initiative that rewards visitors for every step they take inside one of the city’s most iconic retail destinations.
Launched on 5 June 2026 and running until 1 August 2026, the campaign encourages visitors to stay active while exploring the mall’s six uniquely themed courts. Powered by the FITZE app, shoppers can track their steps in real time and unlock exclusive rewards as they reach milestones of 6,000, 8,000, and 12,000 steps.
Designed to align with the Dubai Summer Surprises (DSS) season starting 3 July, the initiative combines fitness, entertainment, and retail engagement into a seamless indoor experience suitable for families, tourists, and fitness enthusiasts alike.
How the “Walk to Unlock” Experience Works
Participation is simple. Visitors are encouraged to download the FITZE app before arriving at Ibn Battuta Mall and begin their journey through the mall’s themed courts, guided by motivational floor stickers and visual markers placed throughout the route.
As participants walk, the app tracks their steps automatically. Upon reaching each milestone—6,000, 8,000, or 12,000 steps—shoppers unlock exclusive offers from participating retailers, which can be redeemed in-store by presenting their step count.
Rewards Across Dining, Fashion, and Lifestyle
A curated mix of mall tenants is participating in the campaign, offering rewards across dining, jewellery, fashion, and family entertainment. Brands such as Paul Bakery & Restaurant, Joyalukkas Jewellery, The Coterie, and Fun City are among those offering milestone-based incentives.
The full list of participating outlets and their respective rewards is available through the FITZE app, ensuring visitors can plan their walk and choose their preferred redemption experiences.
Making Movement Part of the Mall Experience
Beyond retail rewards, the campaign is designed to promote wellness and encourage movement in a controlled indoor environment during the summer months. Whether it’s a short morning walk, a family outing, or a full-day mall visit, the initiative integrates physical activity into everyday leisure time.
The mall will also host a series of indoor running events during the campaign period, further expanding its active lifestyle programming. Scheduled races include 2.5 km, 5 km, and 10 km formats on selected Sundays, starting early mornings at 7:00 am on:
- 5 July 2026
- 9 August 2026 (Finale Party Day)
- 13 September 2026
- 4 October 2026
A New Model for Experiential Retail
By blending fitness tracking technology with retail engagement, “Walk to Unlock” reflects a broader shift in how malls are evolving into experiential lifestyle destinations rather than traditional shopping spaces.
As Dubai continues to innovate in retail and tourism experiences, Ibn Battuta Mall is positioning itself at the intersection of wellness, entertainment, and commerce—where every step becomes an opportunity to discover, engage, and reward.
