Across Dubai, the places that keep our neighbourhoods moving, the laundromats, barbers, corner cafés, family groceries and tiny one-man shops, are the ones feeling the most pressure right now.
Global footwear brand New Balance has joined forces with Jumeirah Johns Running Club (JJRC), to launch 'Local Legends', a new running initiative that puts the spotlight on Dubai’s homegrown heroes and businesses.
The community-led series is designed to celebrate the everyday places that shape Dubai’s neighbourhoods. From cafés and restaurants to barbers, grocery stores and laundromats, each run will highlight a homegrown business that holds a special place in the local community, and residents can get involved.
Runners across Dubai are invited to put their favourite local spots in the spotlight by nominating a neighbourhood business they believe deserves more love. Whether it’s a go-to café, a trusted barber, a corner grocery store or a hidden gem, the chosen businesses will become part of the weekly running routes and earn a place on Dubai’s community running map.
The initiative reflects New Balance’s wider support for running communities across the UAE and ties in with the brand’s 'Run Your Way' message. At the same time, it aims to celebrate the resilience of the region and direct attention towards local businesses.
Getting involved is simple. Runners can nominate their favourite local business through an online form, giving standout neighbourhood spots the chance to be featured on the city’s weekly running routes. Each run, organised with JJRC, will shine a spotlight on one selected business, turning it into a celebrated stop along the route. Whether you’re a seasoned runner or just starting out, all paces and levels are welcome to join and be part of the experience.
Commenting on the initiative, Ana Elisa Seixas, Head of Marketing at New Balance, Middle East, Africa, and India (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.”