Marathon preparation rarely captures the spotlight in the way race day does. Yet for runners, the days leading up to the starting line are defined by carefully observed rituals. During marathon week in Dubai, adidas chose to focus on those overlooked moments, launching a creative initiative that celebrated preparation as much as performance.
Working in collaboration with Havas Middle East, the sportswear brand tapped into one of the most universal habits in running culture: carb-loading. Instead of treating it as a private, practical routine, adidas reimagined it as a shared experience, rooted in local culture and community engagement.
From functional routine to collective ritual
The idea behind the campaign was simple. Every marathon runner, regardless of speed or experience, follows the same pre-race fuel strategy. Recognizing this common behavior, adidas set out to transform an individual act into a city-wide moment that brought runners together before the big event.
To bring the concept to life, the brand partnered with Dubai-based Italian pastificio Sagra to create Adizero Pasta, a limited-edition culinary product inspired by adidas’ high-performance Adizero running line. The initiative aimed to connect the brand’s performance ethos with the human side of marathon culture, celebrating discipline, nutrition and mental preparation.
On 31 January, one day before the marathon, adidas hosted a dedicated pre-race fueling experience at the Adizero House of Fast, located at Kite Beach. Registered participants were invited to collect complimentary servings of Adizero Pasta simply by showing their race bib or runner identification. What is normally a quiet, personal meal became a lively gathering of athletes sharing the same anticipation.
Extending the experience across Dubai
Rather than limiting the activation to a single venue, adidas sought to reach runners wherever they were. Through a partnership with Careem, the food concept was made available for delivery across Dubai for a short period. This move allowed the campaign to expand beyond the marathon community and become part of everyday city life.
By integrating the experience into a widely used platform, adidas successfully scaled a niche behavior into a broader cultural moment, reinforcing the idea that preparation is just as important as performance.
The product itself reflected the brand’s attention to detail. The limited-edition ravioli was inspired by the design and philosophy of the Adizero EVO SL running shoe, translating elements of speed and performance into a creative food format. Collaborating with Sagra ensured authenticity and local relevance, positioning the project as a genuine cultural initiative rather than a simple marketing stunt.
A culture-first approach to brand storytelling
Through Adizero Pasta, adidas demonstrated a different way of engaging with athletes. Instead of focusing exclusively on products or race results, the brand chose to connect with runners in the everyday moments that define their journey.
The campaign reinforced adidas’ identity as a performance brand deeply embedded in the real experiences of sport. By placing community and ritual at the center of its storytelling, the company showed how creative partnerships and cultural insight can transform a simple idea into a meaningful interaction.
As marathon week unfolded across Dubai, adidas succeeded in turning preparation into a shared celebration – proving that sometimes the most powerful brand moments happen long before the starting gun fires.
