This September, ASICS is bringing the spirit of Tokyo to Dubai with an immersive pop-up experience at Mall of the Emirates. Running from 19 to 21 September 2025, the activation blends performance, culture, and community, giving visitors a taste of the rituals that inspire runners worldwide. At the heart of the experience is the Tokyo […]
This September, ASICS is bringing the spirit of Tokyo to Dubai with an immersive pop-up experience at Mall of the Emirates. Running from 19 to 21 September 2025, the activation blends performance, culture, and community, giving visitors a taste of the rituals that inspire runners worldwide.
At the heart of the experience is the Tokyo Collection, ASICS’ latest line that fuses Japanese heritage with high-impact design, built to deliver both performance and style. Visitors can explore the collection at the Runner’s Mart, a playful reimagining of Tokyo’s convenience stores stocked with running fuel from Freakin’ Healthy, SPF by Shiseido, electrolytes from Oneshot, and the brand’s newest performance footwear.
In the Trial Zone, guests are invited to lace up and test the latest innovations, the Sonicblast™, Megablast™, and Superblast™ — engineered for bounce, comfort, and speed. Every trial comes with a complimentary mini kit of running essentials, a practical reminder of ASICS’ focus on movement and wellbeing. Post-run, the Fuel-Up Station offers hydrating refreshments and electrolytes to recharge, while a striking Cherry Blossom Tree installation invites visitors to share affirmations and intentions, creating a collective wall of positivity.
The activation also shines a spotlight on ASICS’ Sunrise Chasers, a regional running community whose discipline, optimism, and clarity embody the brand’s founding philosophy: Anima Sana In Corpore Sano, a Sound Mind in a Sound Body. Their stories woven throughout the space remind visitors that true performance starts from within.
“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,” says Nikola Djordjevic, Head of Marketing, ASICS Middle East.
Free and open to the public, the ASICS Tokyo Collection Pop-Up runs from 19 to 21 September at Mall of the Emirates, Dubai. From testing new gear to sharing personal affirmations under cherry blossoms, the experience is designed to inspire movement, mindfulness, and connection, proving that every run is more than just a workout.
