Adidas is taking marathon prep to another level. This week, the sportswear giant is linking up with Dubai-based restaurant Sagra Italian Pastificio to drop Adizero Pasta, a limited-edition ravioli designed specifically for runners gearing up for marathon weekend. It’s performance meets culinary craft, and it’s only available for one day.
The activation goes down January 31 at the Adizero House of Fast on Kite Beach, where registered marathon runners can score complimentary Adizero Pasta by flashing their race bib or runner ID. The concept taps into carb-loading, the pre-race ritual practically every distance runner swears by, and transforms it into a communal experience. Instead of solo meal prep the night before, adidas is creating a designated fuelling moment: a pre-race meeting point where runners can lock in, refuel, and build energy together ahead of the starting gun.
But adidas isn’t stopping at Kite Beach. In an exclusive partnership with Careem, the brand is pushing Adizero Pasta across Dubai for a limited window, making the experience accessible city-wide. It’s a smart play, extending the activation beyond a single location and turning what’s typically an individual routine into a citywide cultural moment.
“Marathon week is about more than race day itself,” said Bilal Fares, General Manager of adidas EM. “With Adizero Pasta, we wanted to tap into a ritual every runner relates to and reimagine it in a way that feels relevant to the city.”
The Adizero Pasta is directly inspired by the Adizero EVO SL, adidas’ go-to lightweight trainer built for speed and endurance. By pulling design cues from the shoe and channelling them into food, the brand bridges performance tech with local craft in a way that feels fresh and functional.
Fashion and food collabs have been heating up for years. Supreme made actual Oreos that resold for hundreds. Vetements linked with KFC for bucket hats and fried chicken buckets that became instant grails. Telfar even dropped a collaboration with White Castle, bringing the luxury shopping bag aesthetic to fast food packaging. But adidas is flipping the script here, literally putting the product on a plate.
Read More
It’s a flex that goes beyond typical sneaker culture: limited-edition fuel, dropped at the exact moment runners need it most, with access designed around community and convenience.
