Few sportswear brands carry their philosophy in their name. ASICS, an acronym for the Latin phrase Anima Sana In Corpore Sano, or “Sound Mind, Sound Body”, has spent decades building products around the idea that physical movement and mental wellbeing are inseparable. Now, that founding belief is finding fresh resonance in the Middle East, where a booming running culture, a wave of community run clubs, and a growing conversation around mental health are reshaping how the region moves.

It’s a moment ASICS is determined to meet. From its global “Move Your Body, Move Your Mind” campaign to the launch of its first ASICS Sportstyle stores in Kuwait and Dubai, partnerships with local wellbeing groups like Menathon, and a charitable collaboration with Al Jalila Foundation, the brand is betting that its message of mind-body balance is exactly what the region’s consumers, from first-time 5K runners to seasoned marathoners, are looking for.

Here, Nikola Djordjevic, deputy GM Marketing at ASICS Arabia, talks about about translating a Japanese philosophy for Gulf audiences, building community in the heat of summer, the rise of Sportstyle, and what’s next on the brand’s regional roadmap.

ASICS is one of the few brands whose name is its philosophy — Anima Sana In Corpore Sano, “Sound Mind, Sound Body”. How do you translate that founding belief into something that resonates specifically with consumers in the Middle East?

I believe our founding principle and core brand ethos resonate universally, particularly as people increasingly grapple with deadlines and busy schedules.

Now more than ever, it is essential to prioritise time for both physical and mental health.

This message is especially relevant for our Middle Eastern consumers.

In recent months, we have faced numerous challenges, highlighting the importance of nurturing both mind and body. It is vital for all of us to remain in good mental and physical shape and continually nurture our wellbeing, helping us better cope with everyday stress and difficulties.

ASICS leaned harder into the mental side of movement this year with the global “Move Your Body, Move Your Mind” campaign, backed by research showing even short bursts of exercise lift your mood. How does that message land with a Middle Eastern audience, and are you adapting it for the region?

We believe it is perfectly suited for consumers in the Middle East. If we take a look at the regional landscape – on one hand, there is a vibrant and active running, fitness, and sports community that is always seeking new ways to stay fit and maintain peak physical readiness.

On the other hand, there are people who are less active and less frequent in participating in any sport.

Our goal is to motivate and empower both. We aim to motivate and empower individuals to engage in any type of physical activity that brings them peace of mind and joy.

It is these small moments and initial steps that lead to significant change over time and amount to significant milestones – like doing a first run, a first 10K race or a first half-marathon, full marathon or a triathlon.

Community runs are becoming a real fixture across the Gulf. What role do they play in your strategy here — and how are you using them not just to sell shoes, but to build a genuine community around movement and wellbeing?

Collaborating with the running community is a vital pillar of our marketing strategy and integral to everything we do. As a running-first brand, we view our partnerships not as one-time events, but as long-term collaborations built on mutual respect, trust, and shared beliefs.

Our goal is to help and empower runners to improve and engage in more of what they love. What better way to celebrate their achievements than through their Running Clubs and communities?

By supporting local initiatives, we contribute to the development and evolution of these spaces, ensuring they can accommodate more runners and enhance the quality of each session.

Beyond running events, what does community engagement around mental health actually look like on the ground for ASICS in this market — and are there local partnerships, with run clubs, schools, or wellbeing organisations, that you’re building?

We are gradually exploring collaborations in this area, believing that partnerships should be genuine, long-term, and provide real value and benefits to our partners.

We have begun working with Menathon, a men’s support group in Dubai and Abu Dhabi that promotes mental and physical wellbeing among its members.

We are particularly excited about our new partnership with Al Jalila Foundation. For the opening of our new ASICS Sportstyle store in the UAE, we collaborated with two local artists to create a specially customised shoe inspired by local culture and history. These shoes will be sold at our store, with all proceeds going to Al Jalila.

This is just the beginning of our initiatives centered around mental well-being, and you can expect to see more in the coming months.

Running culture is booming in the region despite the climate being a real factor for much of the year. How is ASICS positioning itself in that wave, and how does the heat shape your product focus and community activities?

The summer heat in the Middle East is always a “hot” topic for running brands. While outdoor activities become more challenging during this time, running continues in different forms and at adjusted times.

As a brand that prioritises mental and physical well-being of our consumers, we are approaching this season with special attention. In June, we will launch our “Summer On” campaign, inspired by the various ways and places running takes place during the hotter months.

We want to celebrate our consumers’ achievements and small wins, as well as their clever strategies for navigating the summer heat while maintaining their routines safely.

Additionally, we will introduce a special feature that provides weather condition information, offering insights on the best times and locations for running, as well as guidance on when to avoid exposure to the heat.

ASICS SportStyle has become a serious player in lifestyle and streetwear. How important is that side of the business to your growth here, and are you tailoring drops, collaborations, or the store experience to local taste?

ASICS Sportstyle holds great importance for us in numerous ways. It provides a connection to a young, trendy, and fashion-forward consumer base, allowing us to engage with cultural relevance that extends beyond sport and running.

This opens up significant opportunities for our growth, and we are thrilled to see consumers valuing and connecting with our products more than ever.

We are fortunate to have the ability to adapt to local markets and tastes by collaborating with local creatives, artists, stylists, and creators. This approach enables us to tell our stories through a more grounded lens, making them feel genuine and relevant to our region.

You launched your first ASICS Sportstyle stores in Kuwait and Dubai. How does the concept bring “Sound Mind, Sound Body” to life as a physical experience rather than just retail?

We are excited to announce the global launch of our ASICS Sportstyle Store Concept in this region, which is a significant milestone for us. Kuwait was the first location, followed by our second store in Dubai, marking a new chapter for the brand on a global scale.

There is no better market than the Middle East to introduce a concept like this. We have an informed and versatile consumer base that values quality and elevated service, which is exactly what ASICS Sportstyle Stores will bring to the region.

We plan to use these spaces as community hubs, introducing new services and workshops for our consumers, and of course, launching all our innovations and latest styles here first.

What does your wider retail and growth roadmap for the Middle East look like over the next year or two, and how do you balance physical stores, the running ecosystem, and digital membership in a market like this?

We have set ambitious plans for the next few years that focus on our key categories – Running, Tennis, Padel, and Sportstyle – while also preparing to introduce completely new categories and retail concepts in the near future. Stay tuned, as these will bring something fresh and equally exciting from ASICS.

In terms of creating a comprehensive ecosystem centered around our consumers and their needs, we are committed to developing a range of services that include retail, loyalty program, race experiences, added value and customisation services, and an expanded digital ecosystem. This will enable our consumers to seamlessly achieve their goals and set new personal bests.

Tell us about the innovations introduced into your sports gear and what sets them apart.

Our brand is rooted in Japanese heritage, which reflects the high level of attention and detail that goes into crafting every product and delivering each innovation.

Our products are developed in close collaboration with our research facility, the Institute of Sports Science (ISS). This facility combines athlete research and feedback with the study of movement to create superior innovations that provide tangible benefits to both professional athletes and everyday consumers.

Decades of research have culminated in technology that is perfected and tailored to meet the needs of various types of runners and athletes. This is something we take great pride in, and we stand firmly behind it.

Kuwait has temporarily closed its airspace following Iranian attacks, prompting authorities to divert flights to alternative airports as a precautionary measure aimed at protecting passengers and aviation operations.

The Directorate General of Civil Aviation (DGCA) announced that the airspace closure took effect at 4:50am on Thursday. In a statement, the authority said flights would be rerouted until the security threat subsides.

According to the DGCA, the decision was implemented in line with established safety procedures designed to ensure the security of air navigation and travellers. The move comes amid heightened regional tensions and concerns over potential risks to civil aviation, a Kuwait News Agency report said.

The directorate said the temporary shutdown was necessitated by the Iranian attacks on Kuwait and the associated risks posed to aviation activities in the region. Officials added that the situation is being closely monitored in coordination with relevant Kuwaiti authorities.

“The airspace will reopen, and air traffic will resume as soon as the situation is resolved and the threat has been eliminated,” the DGCA said, noting that the decision would be made based on assessments by the competent authorities.

Passengers and airlines have been urged to follow official updates and comply with all instructions and guidelines issued by the relevant agencies.

Airline monitors situation as travel concerns grow

Indian carrier IndiGo also issued a travel advisory addressing customer concerns surrounding the evolving situation in the Middle East.

“We understand that the evolving situation in Middle-East may be causing concern for customers travelling to and from the region,” the airline said.

IndiGo added that it is closely monitoring developments and remains in constant coordination with relevant authorities. “The safety and well-being of our customers and crew remain our highest priority,” the airline stated.

For real-time updates, please follow our official social media channels and check the Flight Status page.

The airline said it would continue to provide updates as the situation develops.

The UAE is emerging as one of the world’s most advanced testbeds for artificial intelligence in everyday shopping, with new data suggesting consumers are increasingly outsourcing not just product discovery, but decision-making itself to AI tools.

According to Visa’s annual Stay Secure study, released on June 9 in the UAE and conducted by Wakefield Research, AI-enabled shopping and social commerce are rapidly reshaping how consumers browse, compare, and buy products online. The study shows that digital convenience is now deeply embedded in consumer behaviour, but trust boundaries remain uneven when it comes to letting machines complete transactions.

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At the same time, a separate study from Checkout.com highlights an even more striking shift: in the UAE, trust in AI agents is not only growing faster than in other markets, but in some cases is surpassing trust in human judgment altogether.

Together, the findings point to a fast-accelerating transition toward “agentic commerce”, where AI systems act not just as assistants, but as autonomous shopping agents making decisions on behalf of consumers.

From product search to AI-driven decision making

Visa’s research shows that AI has already become a mainstream shopping companion in the UAE.

Around 85 per cent of consumers say they have used AI tools to assist with shopping activities. These include checking product reviews or ratings (60 per cent), comparing prices (59 per cent), and finding gift ideas (55 per cent), according to a WAM report.

The data suggests that AI is no longer a niche tool but a default layer in the digital shopping journey.

Visa notes that 93 per cent of respondents believe new technologies, including AI-powered tools, are making online shopping faster and easier than before. Meanwhile, 60 per cent of consumers say they regularly discover new brands or retailers while shopping online, reinforcing the role of AI in shaping discovery and demand.

However, while AI is widely used as a guide, consumers are still cautious about handing over full control. Only 32 per cent of UAE respondents say they would trust AI agents to complete checkout on their behalf, highlighting a clear gap between assistance and autonomy.

Trust surpasses family in AI shopping decisions

If Visa’s data shows growing comfort with AI-assisted shopping, Checkout.com’s findings suggest something far more disruptive: a reordering of trust itself.

According to its report Agentic Commerce 2026: The State of Consumer Demand and Merchant Readiness, 79 per cent of UAE consumers feel comfortable letting an AI complete a purchase for them. More strikingly, nearly two-thirds, 64 per cent, say they would trust an AI shopping agent more than their own family members when making shopping decisions.

The implication is significant: AI is increasingly being viewed not just as a tool, but as a superior decision-maker in specific contexts like shopping.

That trust extends into areas traditionally considered highly personal. The study finds that 64 per cent of respondents believe AI shopping agents would pick clothing that suits them better than they could choose themselves. Meanwhile, 24 per cent are comfortable sharing sensitive financial data such as salary, disposable income, and real-time bank balances with an AI system, and 19 per cent would allow access to their personal calendars.

Even brand loyalty appears negotiable. Around 71 per cent of UAE consumers say they would allow AI agents to switch preferred brands or substitute products if better value is found.

The rise of social commerce and embedded risk

As AI reshapes discovery and decision-making, social platforms are becoming a dominant shopping channel.

Visa’s research shows that 69 per cent of UAE consumers have already purchased products directly through social media platforms. However, this shift has also expanded exposure to fraud.

Nearly 46 per cent of respondents say they have experienced a financial scam in the past 12 months. Of those affected, 38 per cent report the incident occurred on social media, more than on websites, online marketplaces, or shopping apps.

The Checkout.com report reinforces this concern, highlighting that while consumers are increasingly open to AI-driven shopping, the supporting infrastructure for secure “agentic commerce” is still evolving.

Fraud awareness and the growing role of AI in security

Interestingly, consumers are not viewing AI purely as a risk factor, they are also seeing it as part of the solution.

Visa found that 57 per cent of respondents believe AI has already made scams easier to recognise, while 85 per cent think it will play a critical role in protecting consumers from fraud in the future.

At the same time, expectations around protection are shifting firmly toward institutions rather than individuals. Around 36 per cent of consumers believe banks or financial institutions should take primary responsibility for fraud protection, while an equal 36 per cent point to government authorities or regulators.

Payment providers are seen as responsible by 34 per cent, compared to just 19 per cent who believe consumers themselves should carry the main burden.

Consumers are also calling for more proactive safeguards. Around 60 per cent say they would feel more secure receiving real-time alerts from their bank or payment app when suspicious activity occurs, while 33 per cent would feel more comfortable seeing a trusted logo at checkout.

Children, scams and the next digital risk frontier

The rapid digitisation of commerce is also raising concerns about younger users.

Visa’s findings show that 80 per cent of consumers believe children in their lives struggle to recognise scams online, while 67 per cent say they have already seen a child fall victim to fraud while gaming or shopping.

Access is also expanding: 33 per cent of parents in the UAE say their children can already use mobile payment apps or digital wallets. This raises longer-term questions about financial literacy and digital safety in an increasingly AI-mediated commerce environment.

The Checkout.com perspective: Infrastructure still catching up

Rory O’Neill, CMO at Checkout.com, said the industry is entering a rapid transition phase.

“Agentic commerce is quickly moving from concept to reality. Consumers are beginning to experiment with AI agents for everyday purchases, and across the industry we’re seeing rapid collaboration around the protocols and standards that will support this next phase of ecommerce. But while adoption is ramping up, the infrastructure behind it is still developing. Consumers need confidence that AI agents will operate within clear controls around security, refunds, permissions and spend limits. Until those foundations are in place, trust will remain one of the biggest barriers to adoption.”

The report adds that only 3 per cent of transactions in the UK and US currently involve AI agents, but 89 per cent of merchants are actively preparing for agentic commerce, signalling that supply-side readiness is rising even as consumer trust frameworks are still forming.

A market redefining trust, control and choice

Both studies point to the same underlying shift: UAE consumers are not just adopting AI tools, they are beginning to delegate judgment.

But the transition is uneven. While discovery and comparison are already AI-driven, checkout and financial authority remain areas of hesitation. The result is a hybrid system where AI is deeply embedded in decision-making but not yet fully trusted with execution.

As Visa’s Head of Risk for GCC, Dibyajyoti Sen, noted:

“Visa’s Stay Secure study reveals that as online shopping and social commerce continue to accelerate, fraud and scams are becoming increasingly sophisticated. Consumers perceive fraud protection as a shared responsibility but expect banks and payment providers to take the lead, highlighting the importance of secure-by-design payment systems.”

He added: “As commerce moves toward more AI-powered and agentic experiences, consumers are embracing the convenience AI can bring to shopping but remain sceptical about AI completing purchases on their behalf. With Visa Intelligent Commerce, we are enabling the next era of commerce built on trust, control and confidence.”

The road to agentic commerce

What emerges from both reports is a clear trajectory: the UAE is moving faster than most markets toward AI-led commerce, but the system supporting it is still evolving.

Consumers are increasingly willing to let AI choose, compare, and even substitute products. In some cases, they are even willing to trust it more than family members for shopping decisions.

Yet the final step, full transactional autonomy, remains incomplete.

The next phase of retail innovation will likely hinge on a single question: not whether AI can shop for consumers, but whether consumers will fully trust it to decide for them.

The United States launched new strikes against multiple targets overnight in Iran, the US military said on Wednesday, as President Donald Trump vowed even more attacks if no peace deal is secured.

The military’s Central Command announced the strikes were complete about four hours after they began shortly after midnight in Tehran, saying in a post on X that the targets included “military surveillance capabilities, communication systems, and air defense sites across Iran.”

“The strikes are in response to Iran’s unwarranted and continued aggression,” Central Command said.

The attacks were the latest development in an escalating exchange of strikes that threatens to reignite a full-scale war, which was paused in early April when the two sides agreed to a fragile ceasefire.

Iran’s Islamic Revolutionary Guard Corps said early on Thursday they had launched counter-attacks on 18 US military targets at airbases in Kuwait and Bahrain, and Bahrain’s interior ministry said sirens were sounded.

Iran’s top joint military command also warned it would fire on any vessel attempting to pass through the Strait of Hormuz, which has been largely closed for months. Iranian media reported that two ships were fired upon.

US Central Command denied that the strait was closed, saying commercial ships were still transiting the strait despite Iran’s threats. Trump said earlier in the day that vessels have been crossing the strait without Iran’s permission as part of a clandestine military mission.

Trump told Fox News reporter Trey Yingst on Wednesday evening that the strikes would stop shortly but that he would “bomb … them” if Iran’s leaders did not sign an agreement with the US immediately, Yingst wrote on X.

Iranian news agencies reported explosions in several cities, including Sirik, Kargan, Bandar Abbas, Minab, Varamin and Karaj.

US Defense Secretary Pete Hegseth presented the move as an effort to force Iran into a deal to end the conflict, telling reporters during a visit to Central Command in Florida that the strikes would “advance our military interests and also enhance our diplomatic position.”

“We will strike them hard tonight, and hopefully Iran makes a good decision,” he said. “If we need to negotiate with bombs, we’ll negotiate with bombs.”

The US and Iran have traded fire several times since the tentative ceasefire took hold, even as negotiators have unsuccessfully sought an end to the war, now in its fourth month. Trump has repeatedly said a deal is close, though there has been no sign of a breakthrough, while also threatening to resume bombing.

The US military earlier targeted air defenses and radar sites around the Strait of Hormuz after a US attack helicopter was downed near the strategic waterway on Monday. Iran responded with missile and drone attacks on U.S. bases in Jordan, Kuwait and Bahrain. A US official said there was no significant damage.

Iran accused the US of striking reservoirs that supplied drinking water to 10 villages and violating international law.

“This is not collateral damage — it is a calculated war crime and a flagrant violation of human rights,” Foreign Ministry spokesperson Esmaeil Baghei said.

The Pentagon did not immediately respond to a request for comment.

Trump, who has threatened before to destroy Iran’s civilian infrastructure, did not say whether the coming strikes would target power plants and bridges.

Despite the belligerent language from both sides, there were signs of continuing diplomatic efforts.

A delegation from Qatar, which has been mediating between the United States and Iran, landed in Tehran on Wednesday to hold talks on the latest developments, Iranian media reported.

Emirates SkyCargo has announced the launch of dedicated weekly freighter services to Almaty International Airport in Kazakhstan, marking the carrier’s first cargo destination in Central Asia.

The new Boeing 777F service will commence on June 16, 2026, operating every Tuesday and providing more than 100 tonnes of cargo capacity per week between Dubai and Almaty.

The launch creates a new trade corridor linking Central Asia with Emirates SkyCargo’s global network and is expected to facilitate the movement of key commodities including electronics, perishables, machinery and consumer goods.

Almaty, Kazakhstan’s largest city, serves as a major commercial and logistics hub for Central Asia and is increasingly playing a strategic role in regional trade and connectivity.

Badr Abbas, Divisional Senior Vice President of Emirates SkyCargo, said: “Emirates SkyCargo’s weekly freighter service to Almaty is in line with our role as a global trade facilitator and is an important step in expanding our network and connectivity to Central Asia, a region that is experiencing dynamic growth.

“Our flights will provide new opportunities for businesses in Almaty and the surrounding region to scale their international operations while allowing our global customers convenient and rapid wide-body cargo connectivity to a strategic marketplace. The expansion into Almaty supports our long-term growth strategy and D33 Dubai Economic Agenda objectives, accelerating foreign trade and Dubai’s standing as a global logistics hub.”

The expansion forms part of Emirates SkyCargo’s broader fleet and network growth strategy as the carrier responds to rising global cargo demand.

The airline has taken delivery of four new Boeing 777 freighters since March 2026 and expects six additional aircraft to join the fleet before the end of the year.

Upon completion of the deliveries, Emirates SkyCargo’s freighter fleet will grow to 21 aircraft by December 2026.

Alongside its dedicated freighter operations, the carrier also provides cargo capacity through the bellyhold of Emirates passenger aircraft serving destinations across six continents.

The addition of Almaty further strengthens Emirates SkyCargo’s international network while supporting Dubai’s ambitions to expand trade links and reinforce its position as a leading global logistics and aviation hub.