adidas initiative connects with Dubai's running community

"It is our intention to reach out to runners of all kinds across Dubai," explains Eduard Massier, Director of Marketing and Business Development, adidas Emerging Markets. "While the turnout has definitely been pleasing, we encourage more to sign up and get the information they need to get out there and enjoy running."

Training runs remain at the core of the campaign. Runners and experts come together at Safa Park and Zabeel Park for a session where tips are exchanged, motivation is shared and expert advice is given.

Deborah Dixon, adiRUN's personal partner and founding member of Stride For Life is at the forefront of the weekly meets, offering her advice and motivation, as well as advanced personalised training programmes. As a regular face of adiRUN, Deborah also offers her support for the campaign at adidas retail outlets and events.

mi adidas, adidas' patented sports innovation will also be featured at select events and adidas retail outlets. During the three-step, 30 minute high-tech process, mi adidas experts take customers through the 'mi fit', 'mi performance' and 'mi design' phases, resulting in a customised shoe to fit their needs. The winning formula has already seen leading global athletes get kitted out in personalised shoes and the service is now available for Dubai's runners.

adidas has also introduced Test Run 28, an innovative concept that allows customers to take a run in a new pair of adiStar, Supernova or Response running shoes over a 28 day trial period. If the shoes don't appeal to runners within the month, they have the option of returning the shoes to the original point of purchase for a full refund.

"We will continue to upgrade adiRUN with new events and initiatives where demand expects it, in order to meet the needs of every runner in Dubai," concluded Massier.

Once registered with adiRUN, members will not only receive the latest in information and developments, but will also have the opportunity to participate in unique events.