Dubai, UAE, 10 September 2025: This September, ASICS is transforming Mall of the Emirates into a full-sensory destination inspired by the streets of Tokyo, honoring the dedication, resilience, and community spirit of runners. Running from 19–21 September 2025, the pop-up showcases the Tokyo Collection, inspired by the Japanese spirit of high-performance and high-impact design. Fusing heritage with innovation, the experience invites the UAE’s wellness and fashion communities to explore the rituals, products, and culture behind ASICS.
Visitors can step inside the Tokyo-inspired world and explore a Runner’s Mart, a playful nod to the city’s iconic convenience stores, offers everything needed to fuel a run, including date bites from Freakin’ Healthy, SPF from Shiseido, electrolytes from Oneshot, and ASICS’ latest performance footwear from the Tokyo Collection. In the Trial Zone, guests are invited to lace up and test the newest innovations, the Sonicblast™, Megablast™, and Superblast™, engineered for bounce, comfort, and speed. Every trial is rewarded with a complimentary mini kit filled with daily running must-haves.
For post-run recovery, the Fuel-Up Station provides hydrating refreshments and electrolyte samples designed to help runners recharge. Completing the experience is a striking Cherry Blossom Tree installation, where visitors can share personal affirmations and intentions, creating a collective wall of motivation that celebrates the resilience and renewal running brings to both body and mind.
Anchoring the campaign are ASICS’ Sunrise Chasers, a regional community of runners who embody the mental clarity, discipline, and optimism that comes with running at dawn. Their stories are woven throughout the experience, reinforcing the brand’s founding philosophy: Anima Sana In Corpore Sano, a Sound Mind in a Sound Body, and proving that performance begins with inner balance.
“This pop-up is more than a retail experience, it’s a celebration of culture, community, and the rituals that connect us to our best selves,” said Nikola Djordjevic, Head of Marketing, ASICS Middle East. “We’re proud to bring Tokyo’s spirit to the region through a format that’s immersive, inclusive, and truly meaningful.”
Free and open to the public, the ASICS Tokyo Collection Pop-Up will run from 19 to 21 September at Mall of the Emirates, Dubai. Visitors are invited to explore, refuel, connect, and rediscover the rituals that make every run more than just a workout.
Come for the culture. Stay for the run. Leave with a new ritual.
ASICS is a global performance brand grounded in the Japanese philosophy of Anima Sana In Corpore Sano – a Sound Mind in a Sound 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 wellbeing as much as physical performance.
Proud of its Japanese heritage and driven by innovation, ASICS delivers high-performance footwear and apparel across running, tennis, padel, and lifestyle. The brand champions personal bests over records, empowering communities to move mindfully and with intention. Through purposeful design, community partnerships, and inclusive campaigns, ASICS continues to lead as a premium performance brand that values comfort, longevity, and holistic wellbeing.
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