Gambit Communications has won the PR mandate for ASICS Middle East, following a competitive pitch process involving multiple agencies.
As ASICS Middle East’s PR agency, the Dubai-born independent communications agency will support regional communications for the sportswear brand across the region. Gambit Pulse, the agency’s trends division, will lead the account for the brand. The scope of its responsibilities includes overseeing strategic communications, media relations and brand campaigns.
Additionally, the agency will be in charge of supporting the brand’s positioning and philosophy of “A Sound Mind in a Sound Body”. It will also focus on strengthening and building the brand’s connection with both performance-driven athletes and everyday runners.
As part of the brand’s regional communications remit, Gambit will support ASICS’ continued growth and its long-term commitment to advancing running culture and holistic wellbeing across the Middle East, while also supporting and streamlining communications across key categories including tennis, padel and sportstyle.
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. Gambit demonstrated a strong understanding of our philosophy and the regional landscape, along with a clear vision for how we can continue to grow our voice across the Middle East. Together, we aim to inspire runners across the region to move with purpose, connect through community, and experience the joy of running at its best.”
Founder & CEO of Gambit Communications, Jamal Almawed, said: “ASICS is a brand with an incredibly strong purpose and a deep-rooted philosophy that really resonates with us. Our sports PR portfolio has been steadily growing, and we are so excited to tell ASICS’ stories in the region.”
The partnership also aligns with ASICS’ growing involvement in major regional running moments, including events such as the 25th edition of the Dubai Marathon.
