The three-day activation brings together running, food and culture.
New Balance is bringing its latest Ellipse silhouette to Dubai with the help of one of the city’s best-loved homegrown brands. From 24 to 26 April 2026, the sportswear label will collaborate with the FACT award-winning Rascals Deli on a community-led experience.
Built around a shared appreciation for everyday rituals and local community, the partnership pairs New Balance’s running heritage with Rascals’ contemporary take on the classic American diner. The result is a pop-up-style activation designed to encourage guests to slow down, spend time together and enjoy the moment.
At the heart of the New Balance x Rascals collaboration is the Ellipse, New Balance’s newest silhouette. Created to help runners “lose track of time,” the shoe moves the conversation away from pace, splits and performance metrics, instead embracing a more instinctive and expressive approach to movement. It is a feel-first concept that focuses on freedom, enjoyment and personal rhythm, and this Dubai activation extends that idea beyond the run itself.
The programme begins on Friday, 24 April 2026, with a 5K community run around Al Safa. Starting and ending at Rascals, the run sets off at 6:15am and is open to all levels, reflecting New Balance’s “Run Your Way” ethos. Whether participants choose to run, jog or walk, the idea is to move at a pace that feels right. Once the route is complete, guests will be invited back to Rascals for complimentary refreshments and bakery items.
Later that evening, from 6pm onwards, the venue will shift gears for a social gathering soundtracked by live sets from DJ Shef Codes. Designed as a relaxed meeting point for runners, creatives and the wider community, the space will include a series of interactive elements throughout the evening.
Across the three-day activation, visitors can expect a dedicated retail area stocking limited-edition New Balance x Rascals merch, as well as co-branded giveaways with every purchase from the exclusive menu. Those unable to attend in person can still get involved, as the menu will also be available via Deliveroo, complete with a few complimentary surprises delivered alongside each order.
Rascals Deli has become one of Dubai’s most recognisable homegrown food brands since launching in 2022. Founded by friends Talal Hizami, Ramez Mikhail and Tarek Roumie, the concept began as a pop-up before growing into a cult-favourite deli known for its stacked sandwiches, specialty coffee and easy-going neighbourhood energy.
New Balance, meanwhile, traces its story back to Boston in 1906, when William J. Riley founded the New Balance Arch Support Company. What began as a business focused on arch supports and better shoe fit evolved into one of the world’s most respected sportswear brands, with performance running remaining central to its identity.
Where: Rascals Deli, Block 7, Wasl Square, Dubai
When: 24 to 26 April 2026
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