Brands to be Showcased at Dubai Muscle Show 2025
Two of the United States’ most respected names in sports nutrition, Core Nutritionals® and Unmatched®, are set to make their debut in the Middle East at the Dubai Muscle Show 2025, running from 24–26 October at the South Halls, Dubai Exhibition Centre, Expo City. The event marks a major step in both brands’ global growth, coinciding with their expansion into the UAE through an exclusive partnership with Vivandi Distribution.
Founded in 2004 in Statesville, North Carolina, by natural bodybuilding champion Doug Miller and professional figure competitor Stephanie Miller, Core Nutritionals® has grown into a leading global brand built on transparency, integrity, and science-backed innovation. As one of the first supplement companies to completely remove proprietary blends, Core Nutritionals® set a new industry standard for open-label formulations featuring clinically validated ingredients. Every product is manufactured in the USA within FDA-registered, GMP-certified facilities to ensure the highest levels of safety, purity, and performance.
Joining Core Nutritionals® at the show is Unmatched®, co-founded by renowned fitness authority Kris Gethin. Launched in 2024, Unmatched® has rapidly earned acclaim for bridging the gap between sports nutrition and longevity science. Designed for athletes, biohackers, and high-performance individuals, its products are naturally flavoured and sweetened, using only premium branded ingredients to deliver clean, clinically proven nutrition.
Doug Miller said: “The Dubai Muscle Show is the Middle East’s most influential fitness platform, uniting elite athletes, brands, and enthusiasts. Dubai’s growing fitness culture perfectly aligns with the values that Core Nutritionals and Unmatched represent—discipline, quality, and continuous improvement. This partnership marks the beginning of a long-term investment in the region’s wellness and performance market.”
A key attraction at the Vivandi Distribution stand will be the CORE Nutritionals® x Transformers® Flavor Series—an officially licensed collaboration with Hasbro® that combines nostalgic branding with bold flavour innovation. Visitors will have the opportunity to sample products including Energon Pre-Workout, Allspark Hydration + EAA, and Proton Protein Blend. Attendees can also enjoy the brand’s signature flavour collaborations created through its exclusive licensing with Fun Sweets®, America’s leading cotton candy brand.
Adding to the experience, IFBB Pro Farouk Al Ketbi—one of the UAE’s top Men’s Physique athletes—will appear as a Core Nutritionals® ambassador. Fans can meet him at the stand, take photos, and learn more about his training approach and nutrition strategies.
Visitors will also be able to explore Unmatched®’s product portfolio, which highlights the brand’s commitment to supporting performance, recovery, and longevity through natural, evidence-based formulations.
With Vivandi Distribution driving market entry and brand visibility, both Core Nutritionals® and Unmatched® are set to expand their presence across the UAE, providing high-quality, science-backed products designed to fuel athletes and fitness enthusiasts throughout the Middle East.