Building on its legacy of inspiring runners worldwide, Nike united some of Dubai’s most rebellious runners in an extraordinary, once-in-a-lifetime experience. Thirty runners were handpicked to take part in a secret challenge curated by Nike. The adventure began with a convoy ride departing Dubai, with the destination kept a mystery. After a two-hour drive, the runners arrived to the summit of Jebel Hafeet, where AREA 72, Nike’s state-of-the-art athlete performance facility was stationed.
The highlight of the night, however, came when global icon Sir Mo Farah and rising star Winfred Yavi appeared, surprising the runners with an intimate, inspiring discussion. They shared valuable tips and personal stories, offering insights into their race preparations and what fuels their drive to succeed. Together, they took part of a 10-kilometer run featuring a gruelling 11% incline up Jebel Hafeet topped up with an exciting drone show that amplified the hype of the experience. By crossing the finish line, the runners unlocked access to “AREA 72 DXB” and recovered like elite athletes. The space is equipped with advanced warm up and recovery technology including various forms of massage and compression tools from Hyperice and designed for and inspired by the world’s best athletes.
Nike now invites the entire UAE running community to join the journey. Starting today, October 10 and running until October 17, 2025, “AREA 72 DXB” will take over Kite Beach, following the incredible success of the April activation, which brought together almost 3,000 runners. This exclusive “no run, no entry” space offers participants the same premium recovery experience enjoyed by the athletes at Jebel Hafeet, rewarding those that push their limits and embrace the harder road.
Nike’s new road running footwear lineup, designed around the theme of “The Power of Choice” will be at the forefront of the activation. The lineup reflects Nike’s commitment to providing runners with intuitive, purpose-built options that match their goals, preferences, and running styles. The collection is categorized based on cushioning innovation, offering clear distinctions to help runners select the perfect shoe for any type of run:
- Pegasus with responsive cushioning, delivers all-day energy return and is ideal for fast-paced city runs.
- Vomero with maximum cushioning, provides ultimate comfort and is perfect for long, easy runs.
- Structure with supportive cushioning, offers stability and guidance for a secure, confident runs.
All runners need to do is register to secure their spot, on area72dxb.com.
- Daily group runs: Morning and evening group sessions everyday cater to every preference. Limited to 60 runners per session, these curated, community-driven experiences will incorporate professional techniques like interval training, fartlek, and easy runs, all guided by expert Nike coaches to help runners elevate their performance.
- Solo runs: For those who prefer to take on the harder road alone, solo runners can explore Nike’s Power of Choice testing the footwear on their own terms for a personalized running journey.
This activation represents Nike’s continued commitment to celebrating resilience, empowering runners of all levels, and delivering world-class experiences that unite the UAE’s running community.
Whether you’re a professional athlete chasing new heights or just beginning your running journey, AREA 72 is your destination to push boundaries, recover like a pro, and embrace “The Power of Choice”.
