Nike has brought its immersive running experience back to the UAE with the launch of AREA 72 DXB, an event that merges athletic challenge, community, and performance innovation. The activation, running from October 10 to 17, 2025, invites runners across the Emirates to take part in group and solo sessions at Dubai’s Kite Beach, following an exclusive mountain challenge earlier this month.
The campaign opened with a surprise journey for 30 selected runners who were transported from Dubai to the peak of Jebel Hafeet, Al Ain. There, Nike unveiled AREA 72, a temporary athlete performance facility designed to replicate the recovery standards of professional sport. The participants, unaware of their destination until arrival, were met by Olympic champion Sir Mo Farah and steeplechase world champion Winfred Yavi, who shared their experiences and training insights before joining the group for a demanding 10-kilometer uphill run featuring an 11% incline. The event concluded with a drone display and a recovery session using high-end compression and massage equipment provided by Hyperice.
Following the mountain challenge, Nike is extending the experience to the public through its Kite Beach takeover. The space, open for a week, offers a “no run, no entry” policy—meaning access to recovery zones and gear testing is earned through participation in designated runs. The setup mirrors the elite athlete experience, offering local runners a glimpse into professional-level conditioning and recovery methods.
At the center of the activation is Nike’s latest road running footwear range, themed “The Power of Choice.” The collection emphasizes customization based on runner preference and running style, dividing the lineup into three key models: the Pegasus, designed for responsive cushioning and everyday versatility; the Vomero, focused on maximum comfort for long-distance runs; and the Structure, built with stability for guided support. Each model aims to simplify the selection process for runners seeking footwear suited to their individual goals and pace.
Participants can register at area72dxb.com to secure a slot in morning or evening sessions, which are limited to 60 runners each. Sessions cover a mix of professional training methods such as intervals, fartlek workouts, and endurance runs, guided by Nike coaches. Solo runners can also participate independently, using the event to test new gear and track performance.
With AREA 72 DXB, Nike continues to position itself not just as a sportswear brand but as a facilitator of athletic culture in the region. The initiative underlines the company’s focus on experiential engagement and performance-led design, while fostering a sense of unity among the UAE’s growing running community.
