While some runs end at the finish line, others flow straight into coffee, conversation and lingering a little longer. From 31st January to 8th February, New Balance and Surf House are joining forces to bring runners together in a vibrant, co-created community space at Surf House, Jumeirah. A beloved local hub for runners, surfers and creatives, Surf House already pulses with culture and community. With New Balance bringing its own running community and lifestyle know-how, they’re together creating a space that feels effortless, buzzing and the kind of hangout anyone would want to return to day after day.
Central to the experience is the 5-Day Run Streak. Runners who check in across five days will be entered into a draw to win a highly coveted London Marathon bib, giving the running community a rare chance to secure a place in one of the world’s most sought-after races.
The collaboration blends movement, culture and community in a way that mirrors every day runner routines.
Morning Movement Rituals:
Sunrise Run & Stretch, Sunrise Yoga, and Sunrise Pilates sessions have been designed to energize the body and mind. Early SUP sessions and community runs have been planned to add playful movement to start the day while a Shakeout Run on February 7th has been planned to help runners loosen up ahead of any big weekend efforts.
Coastal Activations:
Surf-inspired workshops, scavenger hunts, and a Sea Dip & Carb Load BBQ are set to integrate the beach lifestyle with shared runner experiences, emphasizing connection and fun.
Vinyl DJ sets, film screenings, Race Prep talks with local coaches and club leads, a Postcard Station, and the Community Grid encourage creativity, conversation and collective storytelling. Customization stations will also be hosted throughout the nine days to let guests personalize shoes, T-shirts and tote bags with charms, stamps and stickers, turning everyday items into lasting keepsakes.
Commenting on the collaboration, Ana Elisa Seixas, Head of Marketing at New Balance MEAI, said: “Running is about the people, the spaces and the routines that bring us together. And we are super excited to work with the Surf House, one of our favorite Dubai hangouts, to create a community space that truly reflects how runners live, move and connect. We have designed a unique space and events agenda for the community and we can't wait to have everyone coming together. Coffee included.”
Dan Van Dooren, Co-founder and Managing Partner at Surf House said, “We’re incredibly excited to collaborate with New Balance and bring together two like-minded communities. Surfing and running may look different, but they’re driven by the same pursuit of movement, balance, and a healthy lifestyle, values that sit at the heart of Surf House. We can’t wait to celebrate that shared energy.”
From 31st January to 8th February, between 6.00 AM and 9.00 PM, the New Balance and Surf House community space is where running, culture and connection meet, and where runners are invited to Run Your Way and stay a while.
M283 Arabia covers all aspects of men's lifestyle; fashion, sports, self-care, and travel tips and destinations.
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