What’s more thrilling than a good runner’s high? A plate of delicious pasta.
adidas partnered up with Dubai’s first homegrown artisanal pasta lab, Sagra Italian pastificio to introduce Adizero Pasta, a limited-edition ravioli inspired by the Adizero EVO SL and the carb-loading rituals embraced by runners worldwide.
Many brands have entered the running space with various offerings, but moments like these aim to deliver more than visibility. The real opportunity lies in integrating the brand into the community – being part of the moment, rather than simply be seen within it.
Carb-loading is one of the few rituals shared by every runner in the days leading up to a marathon – a constant across training plans, paces, and personal routines. adidas decided to be part of this existing ritual, and introduced their dish as a dedicated fuelling moment ahead of race day. Adizero Pasta builds on that shared behaviour, turning individual preparation into a collective experience. In doing so, adidas positions fuelling not as a functional necessity, but as a shared cultural moment.
One day before race day, runners were invited to collect complimentary Adizero Pasta by presenting their marathon bib or runner ID, coming together at a pre-race meeting point to fuel up and focus ahead of the start line.
Extending the experience beyond Kite Beach, adidas partnered with Careem exclusively to make Adizero Pasta available in Dubai for a limited time. By bringing the ritual onto the Careem platform, adidas ensured runners and residents alike can take part turning carb-loading into a city-wide moment built on access, convenience, and community.
Bilal Fares, General Manager, adidas EM, said, “Marathon week is about more than race day itself, it’s about the preparation, the routines, and the moments runners share in the lead-up. With Adizero Pasta, we wanted to tap into a ritual every runner relates to and reimagine it in a way that feels relevant to the city. Partnering with Sagra allows us to bring local craft into the story, while Careem helps us extend the moment beyond the Adizero House of Fast, making carb-loading a shared, city-wide experience.”
With complimentary on-ground access reserved for registered marathon runners and wider availability across Dubai via Careem for a limited time, Adizero Pasta reframes fueling as part of the wider race-week experience – connecting runners, routines, and the city in the final stretch before the start line.
