What went down: Nike AREA 72: DXB athlete performance facility

Set at Kite beach. Come experience the recovery of a life time

When the sun sinks and the air over Kite Beach cools just enough, the stretching silhouettes of runners gather. They are drawn, not just by the ocean breeze, but by something new: Nike’s AREA 72: DXB, a recovery haven, radical in its simplicity, revolutionary in its ambition. For the Dubai run community, it’s more than a hydration stop: it’s a community at its finest.

Welcome to AREA 72: DXB

AREA 72: DXB began its journey hidden in the shadows of Jebel Hafeet — thirty of Dubai’s most rebellious runners were whisked away, surprised with altitude, grind, and guidance. The secret run, with steep inclines, star-speckled nights and the presence of global champions Sir Mo Farah and Winfred Yavi, was Nike’s statement: performance demands more than speed. It demands recovery.

From October 10-17, 2025, AREA 72: DXB spread out over Kite Beach, transforming sand, palms, and surf into something like a laboratory for legions of runners. Every morning and evening, you could join group sessions—intervals, easy runs, or just put one foot in front of the other in silence. For many, it was about catching breath. For some, about catching themselves.

What’s in the athlete performance facility

The facility brought together the essentials of post-run recovery in a calm, purposeful setting. Runners could slip into compression boots that eased muscle tension after a long sprint or incline, refuel with electrolytes, water, and light bites, and browse a retail space showcasing Nike’s latest running shoes, including the Pegasus Premium, Vomero Plus, and Structure 26, each designed to suit different running styles, from cushioned comfort to stability and speed.

It wasn’t just about comfort. It was about sending a message: runners deserve better. Recover well, and you run stronger. Push hard, and you rest harder. The station was structured so that there was no denying that the body’s recovery is part of the performance.

The vibe: grit meets community

What makes AREA 72: DXB special is that it never felt corporate. The crackle of chatter over compression boots, the smell of salted air and sweat, the collective exhale after group intervals — these were the moments that stitched the event together. Whether you were a weekend jogger or someone chasing podiums, you were welcome.

The power of choice

Nike didn’t just show up with gear; they focused on giving runners a choice. The three shoes on display (the Pegasus Premium, Vomero Plus, and Structure 26) each served a distinct purpose. The Pegasus Premium offered responsive cushioning for agility and energy return, the Vomero Plus provided maximum comfort for longer or easier runs, and the Structure 26 delivered stability and support for those prioritising alignment and control. Runners were encouraged to try each pair and find what felt right for their own rhythm and recovery.

For the runners of Dubai, this is more than a beach activation. It is praise for endurance, and a promise that every step is honoured. You run hard. You deserve rest. You deserve recovery. And you deserve to come back and run again, better.