Nike's AREA 72 DXB brings "The Power of Choice" to Kite Beach

Text Meeran Mekkaoui

When Nike calls, runners answer. Earlier this month, Nike gathered some of the UAE’s most dedicated runners at Jebel Hafeet for a challenge that tested endurance and mindset alike. Joined by legends Sir Mo Farah and Winfred Yavi, they tackled the climb to the summit, proving what its latest campaign is all about: community, resilience, and pushing beyond limits.

Now comes the next chapter and this time, the road leads to Kite Beach. From October 10 to 17, Nike’s AREA 72 DXB will take over Dubai’s shoreline, transforming the popular running track into a high-performance hub dedicated to recovery, training, and connection. Equipped with Hyperice massage tools, mobility gear, and guided coaching sessions, the space is built for runners to train hard, recover right, and keep moving. It’s free to join – but there’s a catch: no run, no entry.

At the heart of the activation is Nike’s latest running collection, created to give every athlete the freedom to choose what feels right for them. Designed around different cushioning systems and running needs, it lets runners pick their perfect match based on comfort, speed, and support.

The Pegasus delivers responsive cushioning for everyday mileage and fast-paced city runs. The Vomero takes comfort to new levels with plush cushioning for long, easy sessions, while the Structure adds extra stability for a confident, grounded stride.

Runners can book their sessions at area72dxb.com, choosing between group or solo runs along Kite Beach, guided by expert Nike coaches. Each run ends with access to AREA 72 DXB’s recovery space – the same one that made waves during the Jebel Hafeet challenge.