The new initiative has been created in partnership with Jumeirah Johns Running Club.
The UAE has always thrived on community spirit. In moments when the city feels fast, demanding or uncertain, it is often the neighbourhood favourites that offer a sense of familiarity and comfort. From the café that remembers your usual order to the corner shop that is always there when you need it, these small businesses play a meaningful role in everyday life. Now, New Balance is giving local businesses in Dubai the recognition they deserve through a new initiative called Local Legends.
Launched in partnership with Jumeirah Johns Running Club, Local Legends is a community-led running series that celebrates homegrown businesses in Dubai. The concept is simple but effective. Residents are invited to nominate their favourite independent spots across the city, shining a light on the places that bring personality, warmth and a sense of belonging to their neighbourhoods.
Rather than focusing solely on performance or pace, the initiative uses running as a way to connect people with the communities around them. It reflects New Balance’s wider belief that running can do more than support physical wellbeing. It can also bring people together, create shared experiences and help shape local culture in a more meaningful way.
Once nominations have been submitted, selected businesses will be woven into weekly running routes hosted in collaboration with Jumeirah Johns Running Club. Each run will place a nominated Local Legend at the centre of the experience, turning these independent venues into key checkpoints on Dubai’s running map. In doing so, the campaign creates opportunities for greater visibility, more footfall and stronger ties between residents and the businesses that serve them.
It is a timely concept for Dubai, where homegrown brands continue to define the city’s identity in ways that larger chains often cannot. These are the places built on personality, passion and local knowledge. They become part of the routines, rituals and relationships that shape how people experience the city.
Local Legends also arrives at a moment when community-focused initiatives feel especially important. By encouraging people to support independent businesses in a practical, public way, New Balance is tapping into something more powerful than a fitness campaign. For runners, it offers the chance to discover new parts of the city while supporting the businesses that keep Dubai distinctive. For local brands, it is a valuable reminder that the community notices who they are and what they contribute.
Nominations for Local Legends are now open, giving Dubai residents the chance to champion the small businesses they believe deserve a little extra love.
GO: Visit https://forms.gle for more information.