ASICS signs Dubai Marathon as part of multi-year partnership with Benchmark
ASICS has been named the Middle East’s oldest marathon sponsor and partner
Dubai, UAE 2025. ASICS has been officially announced as the official footwear and apparel partner and a Presenting Partner of the Dubai Marathon For 2026, 2027 and 2028, a landmark partnership that reflects the brand’s long-term commitment to grow the running community and advance its founding philosophy, A healthy mind in a healthy bodythroughout the Middle East.
ASICS Arabia FZE Chairman signing the Dubai Marathon Sponsorship Agreement with Race Director Peter Connerton, photo: Dubai Marathon
This collaboration coincides with a special event in the history of the event because Dubai Marathon notes his 25th edition on February 1, 2026, a testament to its legacy as one of the world’s fastest and most prestigious road races.
ASICS joins at a pivotal moment, bringing its global expertise and passion for running to further enhance the experience of elite athletes and everyday runners. With decades of support for world-class marathons, the brand will introduce innovations inspired by leading international events, from pre-race preparation to post-race recovery, providing a truly world-class experience for all participants.
On race day, runners and spectators alike can look forward to the engaging ASICS Experience Zone, which will feature the brand’s latest innovations in performance footwear, apparel and technology designed to help every runner perform at their best.
Beyond race day, ASICS is committed to developing the future of running in the UAE. Through year-round programs, training workshops and wellness activations, the brand aims to inspire movement at all levels, from first-time runners to seasoned athletes. Working alongside event organizers, ASICS will also help attract the world’s best marathoners to Dubai, raising the level of competition while motivating local runners to chase new personal bests. Together, these efforts reinforce Dubai’s reputation as one of the world’s leading running destinations.
By fostering a culture that celebrates both performance and participation, ASICS encourages everyone to connect and discover the connection, well-being and joy that comes from movement.
“At ASICS, we believe in the transformative power of movement to elevate both body and mind“, he said Nikola Djordjevic, VP 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.»
With this multi-year partnership, ASICS continues to lead the conversation around performance, innovation and well-being in the Middle East, championing a running culture that prioritizes not only speed and endurance, but also mental clarity and balance.
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About Asics
ASICS is a global performance brand based on Japanese philosophy A healthy soul in a healthy body – a healthy mind in a healthy body. Since its founding in 1949, this belief has shaped ASICS’ mission to help people live balanced, healthy lives through movement. In the Middle East, ASICS is committed to supporting individuals at every stage of their fitness journey, from first-time runners to seasoned athletes, with a focus on mental well-being as well as physical performance.
Proud of its Japanese heritage and driven by innovation, ASICS offers high-performance shoes and apparel for running, tennis, padel and lifestyle. The brand champions personal bests against records, empowering communities to move with awareness and intention. Through purposeful design, community collaboration and inclusive campaigns, ASICS continues to lead the way as a premium performance brand that values ​​comfort, durability and holistic well-being.
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