Nüo Athletics never followed the conventional path. As the inventors of the adjustable dumbbell — the most copied in the world — they’ve redefined what strength training can be. With innovation at their core, NÜO continues to challenge assumptions, blending engineering precision with bold ideas and design clarity. They don’t just build products — they build momentum.

Under the concept “Rethink Your Workout,” we worked with a new kind of athlete: unconventional strength trainers, movement thinkers, and modern body workers — who embody NÜO’s belief that strength is not one-size-fits-all.