ASICS has partnered with Dubai-based brand Included & Perfectly Different to host a community run on October 25, marking Down Syndrome Awareness Month.
Participants will wear mismatched socks from the brand’s new Endless Possibilities collection, featuring artwork created by children with Down syndrome and autism.
The initiative forms part of ASICS’ Run as One campaign, which encourages people of different backgrounds, abilities and fitness levels to participate in running.
Through the collaboration, both organisations aim to promote inclusion while giving children with additional needs an opportunity to share their creativity with the wider community.
Inclusion through running
The Run as One campaign encourages people to take up running, whether they are preparing for their first race, working towards a personal goal or simply looking to stay active.
Through community events, ASICS also aims to create opportunities for people to connect while supporting runners preparing for upcoming competitions across the region.
The initiative reflects the brand’s founding philosophy, Sound Mind, Sound Body, which emphasises the connection between physical activity and mental wellbeing.
Nikola Djordjevic, Deputy General Manager, Marketing, ASICS Middle East, said:
“Running should be something people feel they can take part in, regardless of their ability, experience or goals. Run as One is about inclusion and giving people an opportunity to move together and connect with others. It also encourages more people to start running and supports them as they work towards their goals, including preparing for races across the region. That is also why we have partnered with Included & Perfectly Different. We share a belief in inclusion and in creating spaces where people feel welcome to take part. It is a simple idea, but one that reflects what Sound Mind, Sound Body means to us in practice.”
Mismatched socks showcase children’s creativity
Founded by Estelle and Wade Loehmer, Included & Perfectly Different began by transforming drawings created by children with Down syndrome into mismatched sock designs.
The initiative provides children with different abilities a platform to express themselves while raising awareness about inclusion.
Its latest collection, Endless Possibilities, expands the programme to include children with a wider range of additional needs.
The collection features designs created by Aarti, Beauden and Seif, with each pair of socks named after the child responsible for the original artwork.
By wearing the socks during the community run, participants will help showcase the children’s designs while supporting the initiative’s message of inclusion.
In addition, proceeds from Included & Perfectly Different socks are reinvested into community initiatives and inclusion scholarships, helping expand the programme and support more families.
Founders highlight the importance of equal opportunities
Estelle Loehmer and Wade Loehmer, Founders of Included & Perfectly Different, said:
“When we started Included & Perfectly Different, we wanted to give children a way to share their creativity and have their stories seen. Endless Possibilities allows us to open that opportunity to more talented children with different abilities. Each child has created something completely their own, and now people will be wearing the socks inspired through their designs as they take part in this run. For us, that is what inclusion should look like: giving people an equal opportunity to participate, be recognised and be celebrated for who they are.”
Community run welcomes participants of all experience levels
The October 25 event will bring together runners with different motivations, from experienced athletes and those preparing for races to people who simply want to enjoy physical activity with others.
Through its Run as One campaign, ASICS continues to organise community events that encourage participation beyond competitive performance.
Meanwhile, the partnership with Included & Perfectly Different connects running with a wider initiative supporting children’s creativity and opportunities for inclusion.
How to register for the October 25 run
Participants can register for the event by purchasing a pair of socks from Included & Perfectly Different through the official registration page.
The socks feature designs from the Endless Possibilities collection, allowing participants to support the initiative while taking part in the run.
Register for the October 25 community run here.
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