ASICS has cemented its dedication to the global running community by entering into a groundbreaking multi-year partnership with the Dubai Marathon. Announced on November 14, 2025, the collaboration designates ASICS as the official footwear and apparel partner, as well as a presenting sponsor for the prestigious event from 2026 to 2028. This alliance underscores the brand’s mission to promote its founding philosophy, ‘A Sound Mind in a Sound Body,’ across the Middle East. The partnership coincides with the marathon’s 25th anniversary in 2026, marking a significant milestone in its history as one of the world’s fastest and most esteemed road races. ASICS brings its global expertise to enhance the experience for elite athletes and everyday runners alike. Innovations inspired by leading international events will be introduced, covering every aspect from pre-race preparation to post-race recovery. On race day, participants and spectators can explore the ASICS Experience Zone, showcasing the brand’s latest advancements in performance footwear, apparel, and technology. Beyond the event, ASICS plans to nurture the running culture in the UAE through year-round initiatives, including training workshops and wellness programs. These efforts aim to inspire movement at all levels, from beginners to seasoned athletes, while attracting top marathoners to Dubai. By fostering a culture that celebrates both performance and participation, ASICS seeks to strengthen Dubai’s reputation as a premier running destination. Nikola Djordjevic, Deputy GM of Marketing at ASICS Middle East, emphasized the brand’s belief in the transformative power of movement. ‘Through this partnership, we aim to inspire runners to move with purpose, connect through community, and experience the joy of running at its best,’ he said. This collaboration reaffirms ASICS’ leadership in promoting performance, innovation, and wellness in the Middle East, championing a running culture that values mental clarity and balance alongside physical endurance.