The only time most people can be found running in a mall is during a hot sale – which is why the Dubai Mallathon sparked curiosity across the region. Running clubs have quickly become one of Dubai’s most popular social activities, combining fitness with community.
The Dubai Mallathon tapped into this growing trend, offering residents a way to stay active indoors while escaping the summer heat.
Brands with purpose
What made the initiative stand out was not only the scale of participation, but also the brands that chose to align with it. The activation demonstrated how purpose-driven partnerships can bring health, lifestyle, and community closer together.
“Our participation in the Dubai Mallathon was rooted in brand purpose. To be part of meaningful, community-led initiatives that foster human connection, loyalty, and shared experiences. It’s about strengthening relationships with our customers and showing up where it matters most. It was a mix of engagement and community building. Supporting the vision of HH Sheikh Hamdan Bin Mohammed bin Rashid Al Maktoum, we wanted to actively contribute to a healthier, more connected Dubai,” says Kanak Mehra, Head of Marketing, Emirates Leisure Retail.
The event also provided space for cross-sector collaboration, with brands stepping in to enhance the participant experience.
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“By facilitating promotional Uber rides for participants, we complemented public transport and helped make the Mallathon more accessible to everyone, easily and at the push of a button. This collaboration is part of our ongoing commitment to work with the city on community-driven initiatives, and use the power of technology to make movement accessible and simplify everyday life. We firmly believe in public-private sector collaborations, and supporting initiatives that align with the UAE government’s vision for a healthier, more connected, and inclusive community,” says Tala Nsouli – UAE General Manager, Uber
Dubai Mallathon as a stage for meaningful engagement
Beyond accessibility, the Mallathon also became a stage for building emotional connections and shared experiences.
“The Mallathon reflects values we strongly believe in: community, movement, wellness, and bringing people together. It was a natural fit for us to energise participants and be part of something that encourages healthy, active lifestyles,” says Mehra.
The format naturally attracted a diverse group of participants, creating a unique sense of inclusivity.
“Community-led initiatives like the Mallathon are especially powerful in a city like Dubai, where they naturally bring together people of all ages and walks of life, creating a truly diverse and inclusive atmosphere.We aimed to connect with a wide range of audiences, with a particular focus on youth and families, groups that reflect our vibrant, energetic brand and value shared experiences over great drinks,” says Mehra.
Nsouli said, “At Uber, we’re dedicated to bringing a positive impact to the communities we serve through facilitating access to everyday reliable and convenient mobility, to help people get where they need to go, effortlessly. That’s why we were very proud to partner with the inaugural Dubai Mallathon, a powerful initiative that perfectly aligns with the city’s drive for health, well-being, and community spirit.
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Measuring impact through connection
For brands, the Mallathon wasn’t just about visibility. It was also about forging authentic moments of engagement and being present.
“We’re focused on being present where our customers live, move, and connect in their daily lives. Events like these allow us to go beyond the store and into the heart of the community, where brand love and loyalty is built organically,” says Mehra.
The event also allowed Costa to create touchpoints that felt both memorable and personal, whilst highlighting a shift in consumer preferences, particularly among younger audiences.
“The Mallathon gave us a platform to celebrate a city-wide movement while also creating memorable, one-on-one interactions with our customers, real moments of connection that stay with people long after the event,” says Mehra.
“The overwhelming response to our Costa Refreshers showed a growing demand for healthier, lighter beverage options, particularly among active, younger audiences. It reinforces our strategy to innovate around lifestyle-focused offerings,” says Mehra.
Rather than numerical KPIs, the success of the Mallathon was defined entirely by participant sentiment.
“Success is measured by the genuine appreciation and love we receive from our community. Seeing people enjoy Costa as part of their fitness journey reaffirmed our belief in being more than just a coffee brand, we’re part of the lifestyle. We’ll take this momentum forward into more initiatives that blend wellness, community, and meaningful engagement,” says Mehra.
In a city where wellness and lifestyle trends continue to evolve, the Mallathon provides a blueprint for how brands can connect meaningfully with audiences, leaving a lasting impact that numbers alone cannot capture.
