Gambit Communications has been appointed the PR agency for ASICS Middle East, following a competitive multi-agency pitch. The win sees the Dubai-born 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.
The account is led by Gambit Pulse, the agency’s trends division. Under the appointment, the team oversees strategic communications, media relations, and brand campaigns, and strengthens 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.”