Gambit PR & Communications has secured the PR mandate for ASICS EMEA following a competitive pitch, strengthening its growing presence in sports and lifestyle communications. The Dubai-based agency, through its trends-focused division Gambit Pulse, will lead regional communications, media relations, and brand campaigns, supporting ASICS EMEA’s “Sound Mind, Sound Body” positioning across running and sport categories.The partnership reflects ASICS’ intent to deepen emotional and cultural connections with consumers across the Middle East, leveraging storytelling rooted in movement, wellbeing, and community. According to Nikola Djordjevic, Deputy GM Marketing at ASICS EMEA, Gambit demonstrated a strong understanding of the brand’s philosophy, regional nuances, and a clear vision to amplify ASICS’ voice and inspire purposeful movement.From Gambit’s perspective, the win reinforces its expanding sports PR portfolio. Founder & CEO Jamal Al Mawed highlighted the alignment between ASICS’ purpose-driven philosophy and Gambit’s storytelling approach, positioning the collaboration to deliver impactful, purpose-led narratives across the region.
Strategically, the mandate underscores a broader shift toward purpose-driven brand communications in sports marketing, where agencies are expected to blend cultural insight, community-building, and performance storytelling. For ASICS EMEA, the partnership aims to strengthen brand relevance while driving engagement across running and sport ecosystems.
Overall, the appointment signals a focus on regionalised, insight-led PR strategies, reinforcing how global sports brands are investing in local expertise to scale influence and authenticity.
