Following a competitive tender process involving multiple agencies, a Dubai-born independent agency has secured the regional communications remit for sports brand ASICS.

Gambit Communications has been appointed as the PR agency for ASICS Middle East, which will see the agency support the brand's continued growth and long-term commitment to promoting running culture and holistic wellbeing across the region. Gambit will also streamline communications across key categories including tennis, padel and sportstyle.

The account will be led through Gambit Pulse, the agency's trends division focused on momentum, relevance and high-impact storytelling, overseeing strategic communications, media relations and brand campaigns, amplifying ASICS' founding philosophy of "A Sound Mind in a Sound Body".

A growing portfolio

Founder and CEO at 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 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, alongside a growing roster of regional and multinational clients.

This new partnership aligns with ASICS' growing involvement in major regional running moments, including the 25th edition of the Dubai Marathon.

Nikola Djordjevic, Deputy GM Marketing at ASICS Middle East, said: "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."

Gambit 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 and Very Large Independent Consultancy of the Year at the PRCA MENA Awards 2025, and Independent PR Agency of the Year and Best Agency in UAE at the Campaign Middle East Agency of the Year Awards 2025.

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