Turning an emerging facility into a recognised name in its sport
IUWUH built the brand from scratch, ran social and partnerships, brokered grants and festival features, handled international supply chains, secured warehousing, and shaped the MOUs and institutional relationships behind Ninja Lab's growth.
What was taking too much
A small team was carrying brand, commercial decisions, partnerships, customer platforms, imported equipment logistics and day-to-day operations at the same time — with no room to build the ecosystem the facility needed to grow into.
What IUWUH saw
Ninja Lab needed more than content. It needed brand, partnerships, supply chain and institutional relationships to move together, so the facility could be discovered, supplied, funded and trusted.
What IUWUH moved
- • Created brand and positioning from scratch
- • Ran social media and grew 1,200+ organic followers through partnerships, events and collaborations
- • Brokered grant funding and inclusion in major events and festivals (USFF, Sentosa Beach Fest)
- • Acted as one point of coordination across the entire procurement-to-delivery process — sourcing alternatives, comparing quotations, negotiating with overseas suppliers and coordinating the different parties involved. Specialist services such as freight, customs clearance and inspections were carried out through the relevant partners.
- • Sourced warehousing and storage for oversized equipment
- • Crafted MOUs with a national sports association to grow the sport
- • Built a storytelling-first landing page and product line that resonated across target segments
- • Opened Decathlon partnerships and strengthened institutional buy-in via LinkedIn thought leadership
- • Built and maintained trusted relationships with stakeholders across the ecosystem
Key proof
- • 2.3 million views on its most successful TikTok reel, with 3,300+ likes and 519 shares
- • 1,200+ organic Instagram followers in eight months
- • Featured at USFF and Sentosa Beach Fest
- • MOUs signed with a national sports association
- • Partnership secured with Decathlon
The reel was created through a partnership with USFF, supported by influencer marketing and directed through curated storylines and content concepts.
What it unlocked
- • A recognisable brand with a clear voice and product line
- • Reliable international supply chain and warehousing for heavy equipment
- • Grant funding and institutional support
- • Recognition within its sporting category
- • Relationships across sport, retail, institutions and venues
A stronger brand was only one part of the work. The wider business had to become easier to discover, supply, fund and trust.