Dubai, UAE – February 9th 2026: Gambit Communications has been appointed the PR agency for ASICS Middle East, following a competitive multi-agency tender. The win sees the Dubai-born independent communications agency take on the brand’s regional communications remit, supporting 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.

he account will be led through Gambit Pulse, the agency’s trends division that is focused on momentum, relevance and high-impact storytelling. Under the appointment, Gambit will oversee strategic communications, media relations and brand campaigns, amplifying ASICS’ founding philosophy of “A Sound Mind in a Sound Body” and strengthening the brand’s connection with both performance-driven athletes and everyday runners.

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 milestone events such as the 25th edition of the Dubai Marathon, reinforcing Dubai’s status as one of the world’s premier running destinations. 

The appointment adds to a period of continued momentum for Gambit Communications, following the launch of its four branded divisions: Gambit Pulse, Gambit Sage, Gambit Atelier, and Gambit FWD, and a growing roster of regional and multinational clients.

The independent agency picked up 40 major awards during 2025, being named Global Consultancy of the Year at the ICCO Global Awards, Very Large Consultancy of the Year & Very Large Independent Consultancy of the Year at the PRCA MENA Awards 2025, and Independent PR Agency of the Year & Best Agency in UAE at the Campaign Middle East Agency of the Year Awards 2025.