New Balance, in partnership with Jumeirah Johns Running Club (JJRC), is launching ‘Local Legends’, a new community-led running series designed to shine a spotlight on the small, homegrown businesses that help shape Dubai.
Built on New Balance’s belief that running connects communities and shapes culture, ‘Local Legends’ will bring runners into the neighbourhoods that give the city its character. Each run will champion a much-loved local business, from laundromats and grocery stores to barbers, cafés, restaurants, and other everyday favourites.
The concept is simple: Dubai knows its local legends best. Runners across the city are invited to nominate a neighbourhood business they believe deserves a little extra support. Selected businesses will then feature on weekly running routes, becoming celebrated touchpoints on Dubai’s growing community running map.
The initiative builds on New Balance’s ongoing commitment to supporting running communities across the UAE, bringing the brand’s ‘Run Your Way’ ethos to life while championing homegrown businesses and celebrating the region’s resilient spirit.
It’s very simple:
- Runners can nominate a local business through an online form. (here)
- Weekly community runs will be hosted in partnership with JJRC.
- Each run will spotlight and support the nominated business.
- Runners of all levels and paces are welcome to register and nominate a business of their choice.
Commenting on the initiative, Ana Elisa Seixas, Head of Marketing at New Balance MEAI, said: “Dubai’s neighbourhoods are full of hidden gems and at New Balance, we want to celebrate the people and businesses that make this city move. By bringing a running series that is by the community, for the community, we want to celebrate the spirit and resilience of the UAE while supporting homegrown businesses. We can’t wait to hit the streets together and show some love to the local spots that make our city feel like home.”
Angus Maxfield and Ryan Underwood, co-founders of Jumeirah Johns Running Club, said: “At JJRC, we love a good run with a good reason. Part of why we started JJRC in the first place was to support local businesses and now, that’s more important than ever. We’re excited to launch this initiative, uncover some local hotspots, and play our small part in giving back to Dubai.”
Nominations for the ‘Local Legends’ initiative are now open via the online form: https://forms.gle/B3WQhCJtAihEKeQi6
