Nikola Djordjevic on how ASICS is bringing ‘Sound Mind, Sound Body’ to life
The deputy GM Marketing at ASICS Arabia, talks about about translating a Japanese philosophy for Gulf audiences, building a community in the region the rise of Sportstyle, and what’s next on the brand’s regional roadmap
11 June, 2026
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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.
