ASICS has spent the past decade becoming one of the rare brands equally at home on the running track and in sneaker culture. What began as a performance-first sportswear company has evolved into a staple of both athletic and everyday wardrobes.
The brand’s new SportStyle concept, opening on June 11th, is perhaps the clearest expression of that shift yet. ASICS has officially opened its first dedicated SportStyle store in Dubai’s Mall of the Emirates, marking the second global launch of the retail format following its debut in Kuwait earlier this month.
The opening places the Middle East at the forefront of ASICS’ evolving retail strategy, with the region becoming one of the first to experience the concept first-hand.
Inside, warm wood finishes, textured stone elements, and brushed metal surfaces give the space a more considered feel. The design language mirrors the store’s broader ambition: positioning ASICS at the point where performance, design, and everyday style intersect.
ASICS may have built its name through performance, but that’s only part of the story now. These days, the brand sits just as naturally within fashion and sneaker culture, which is exactly what this new space is designed to showcase.
The decision to launch the concept in Dubai is no accident. As global brands increasingly look to the Gulf as a hub for retail innovation, Dubai continues to position itself as a city where international concepts are activated, refined, and experienced first.
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Beyond retail, ASICS sees the SportStyle store as a platform for community. The space is expected to become the home for future collaborations, exclusive product launches, and limited-edition drops, while also serving as a gathering point for the brand’s growing audience in the region. Through workshops, creative activations, and community-led events, the store is designed to bring together the worlds of sport, style, and culture under one roof.
To mark the opening, ASICS is launching a special in-store activation as part of its ‘Made Here’ campaign. UAE-based artists Diaa Allam and Duha Al Hallami have each customized 15 pairs of sneakers that will be available exclusively through the store. Allam reimagines the Hypersync silhouette, while Al Hallami brings her visual language to the GEL-CUMULUS 16.
The limited-edition pairs are designed to celebrate local creativity while connecting the global brand to the communities shaping culture closer to home. Proceeds from the sales will be donated to Al Jalila Foundation, supporting healthcare initiatives across the UAE.
For the opening on June 11th, visitors to the launch can also expect refreshments from Dubai-born FiLLi Cafe, whose saffron chai has become a staple of the city’s food culture.
While the new store marks an important moment for ASICS’ lifestyle ambitions, the limited artist collaborations are what will have sneakerheads paying attention. Just 30 pairs exist across both designs, available exclusively through the Mall of the Emirates location.
