ASICS has signed a multi-year deal with the Dubai Marathon, stepping in as official footwear and apparel partner, presenting partner, and lead commercial sponsor ahead of the event’s 25th anniversary edition in 2026.
The agreement spans the 2026, 2027, and 2028 races, signalling one of ASICS’ strongest commitments yet to the Middle East’s booming distance running market.
The partnership lands at a pivotal moment. The Dubai Marathon hits its 25 year milestone on 1 February 2026, an anniversary that organisers want to use as a springboard to elevate the event’s global profile. Bringing in ASICS gives the race not just a premier performance brand but a long-term collaborator capable of influencing the elite field, the amateur base, and the broader running culture surrounding the event.
ASICS will take on a fully integrated role across race week and year round engagement. This includes an ASICS Experience Zone at the race village, product showcases, technical workshops, and community-led training programmes designed to get more runners in the region moving with purpose.
Nikola Djordjevic, Deputy GM Marketing, ASICS Middle East, said, “At ASICS, we believe in the transformative power of movement to uplift both body and mind. 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.”
It aligns cleanly with ASICS’ long-running “Sound Mind, Sound Body” positioning, and the brand plans to further leverage its global roster of elite athletes as part of its strategy to deepen the competitive field. For organisers, landing a performance giant at this scale adds technical expertise and marketing heft at a time when the marathon is already attracting growing international attention.
The 2026 edition is forecast to draw thousands across the marathon, 10 km, and 4 km races, with strong early interest and a fast, flat route that has traditionally produced world-class times. Recent editions have consistently pulled elite talent from East Africa, Europe, and Asia, and that trend is expected to strengthen under the new partnership.
ASICS’ activation roadmap will unfold in phases, starting with community touchpoints months ahead of the race and building towards a high-impact race week footprint. Over three years, the brand will have the stability to expand its influence across the GCC’s running ecosystem while Dubai continues to position itself as a global hub for endurance sport.
As participation numbers climb and wellness culture accelerates across the Middle East, the partnership gives both ASICS and the Dubai Marathon a firm foothold in one of the fastest growing running markets on the planet.
