ASICS Signs Multi-year Deal As Dubai Marathon Marks 25th Anniversary

The multi-year partnership reflects the brand’s long-term commitment to growing the running community and advancing its philosophy of “A Sound Mind in a Sound Body” across the Middle East.

The collaboration coincides with a milestone in the marathon’s history, as Dubai prepares to celebrate the 25^th edition of the event on 1 February 2026. Recognised as one of the world’s fastest and most prestigious road races, the Dubai Marathon has become a key fixture on the global running calendar.

ASICS will draw on decades of experience supporting international marathons to introduce innovations that improve every stage of the participant journey, from pre-race preparation to post-race recovery. The company said its involvement will enhance the experience for both elite athletes and recreational runners.

Race day will feature an ASICS Experience Zone, showcasing the latest advancements in performance footwear, apparel and technology. Designed to help runners perform at their best, the activation will also allow spectators to engage with the brand’s newest innovations.

Beyond the event itself, ASICS will invest in programmes that promote running and wellbeing across the UAE. Through training workshops, year-round wellness initiatives and community activities, the company aims to inspire people of all fitness levels to take part in the sport. Working with organisers, ASICS will also seek to attract top international athletes to the Dubai Marathon, raising the level of competition and motivating local runners to pursue personal bests.

“At ASICS, we believe in the transformative power of movement to uplift both body and mind,” said Nikola Djordjevic, Deputy GM Marketing, ASICS Middle East. “Through our partnership with the Dubai Marathon, we aim to inspire runners across the region to move with purpose, connect through community, and experience the joy of running at its best.”

ASICS said the long-term partnership reinforces its role in driving innovation, performance and wellness across the Middle East, while supporting Dubai’s reputation as one of the world’s leading running destinations.