Gambit Communications has secured the public relations mandate for ASICS Middle East after winning a competitive multi-agency pitch. The appointment marks a significant addition to the Dubai-based independent agency’s growing sports and lifestyle portfolio.
Under the new partnership, Gambit will manage ASICS’ regional communications strategy, including media relations and brand storytelling. The agency will support the brand’s expansion across the Middle East while helping strengthen its positioning around running culture and overall wellbeing. Its scope will also cover key categories such as tennis, padel, and sportstyle.
The account will be handled by Gambit Pulse, the agency’s trends and insights-led division focused on building relevance and momentum through impactful narratives. A major focus of the collaboration will be reinforcing ASICS’ core philosophy of “A Sound Mind in a Sound Body,” ensuring the brand resonates with both elite athletes and everyday runners across the region.
Commenting on the partnership, Nikola Djordjevic, Deputy GM Marketing at ASICS Middle East, said the agency stood out for its understanding of both the brand’s values and the regional market. He added that the collaboration aims to motivate people across the Middle East to embrace movement, build communities around running, and experience the sport in a more meaningful way.
Jamal Almawed, Founder and CEO of Gambit Communications, said ASICS’ purpose-driven approach aligns closely with the agency’s own outlook. He noted that Gambit’s sports communications practice has been expanding steadily and described the partnership as an opportunity to bring ASICS’ stories to life across multiple platforms in the region.
The timing of the appointment also coincides with ASICS’ increasing involvement in high-profile running events in the Middle East, including landmark editions of the Dubai Marathon. These initiatives reflect the brand’s growing role in strengthening Dubai’s reputation as a global hub for running and endurance sport.
The win continues a strong growth phase for Gambit Communications. Over the past year, the agency has introduced four specialist divisions — Gambit Pulse, Gambit Sage, Gambit Atelier, and Gambit FWD — while expanding its client base across regional and international markets.
In 2025, Gambit also received wide industry recognition, taking home 40 major awards. These included top honours at the ICCO Global Awards, PRCA MENA Awards, and Campaign Middle East’s Agency of the Year Awards, cementing its position as one of the region’s leading independent communications agencies.
