ASICS Middle East has appointed Gambit Communications as its regional PR agency following a competitive multi-agency pitch.
The Dubai-based independent firm will manage strategic communications, media relations, and brand campaigns for ASICS across the Middle East. The mandate will be led by Gambit Pulse, the agency’s trends-focused division, which specialises in culturally relevant storytelling and brand momentum.
As part of the remit, Gambit Communications will work to strengthen ASICS’ presence among athletes and everyday runners while reinforcing its core philosophy centred on physical and mental wellbeing. The agency will also help streamline communications across key categories such as tennis, padel, and sportstyle, while supporting the brand’s growing involvement in major regional sporting events, including the Dubai Marathon.
The appointment aligns with ASICS’ continued efforts to expand running culture and promote holistic fitness across the region, while building deeper connections with local communities and performance-focused consumers.
Founded in Dubai, Gambit Communications has been expanding its portfolio across multiple sectors. In 2025, the agency introduced four specialised divisions: Gambit Pulse, focused on trends and culture; Gambit Sage, dedicated to corporate and sustainability communications; Gambit Atelier, covering fashion, culture, and entertainment; and Gambit FWD, focused on technology, innovation, property, and mobility. The agency was also recognised among the top 10 PR firms in the Middle East by PRovoke Media in 2025.
