New Balance, in partnership with Jumeirah Johns Running Club (JJRC), has launched a community-led running series designed to shine a spotlight on the small, homegrown businesses that keep Dubai moving.
‘Local Legends’ is built on the New Balance belief that running connects communities and shapes culture. Each run has been designed to bring runners to the neighborhoods that give Dubai its character, championing locally loved spots, from laundromats and grocery stores to barbers, cafeterias, restaurants, and everything in between.
“Dubai’s neighborhoods are full of hidden gems and at New Balance, we want to celebrate the people and businesses that make this city move,” said Ana Elisa Seixas, Head of Marketing at New Balance MEAI.
The concept is simple: Dubai knows its local legends best. Runners across the city are invited to nominate a neighborhood business they believe deserves a little extra love. The selected spots will then feature on the weekly routes and become a celebrated touchpoint on Dubai’s running map.
“By bringing a running series that is by the community, for the community, we want to celebrate the spirit and resilience of the UAE while supporting homegrown businesses,” said Seixas.
The series builds on New Balance’s commitment to running communities across the UAE, bringing the brand’s ‘Run Your Way’ ethos to life while championing homegrown businesses and celebrating the region’s resilient spirit.
“At JJRC, we love a good run with a good reason,” said Angus Maxfield and Ryan Underwood, Co-Founders of Jumeirah Johns Running Club. “Part of why we started JJRC in the first place was to support local businesses and now, that’s more important than ever.”
For each route to be designed, runners must nominate a local business via an online form, JJRC will then host weekly community runs to spotlight and support the nominated businesses. The initiative is open to runners of all levels and paces.
