If you live in Dubai, you know that Jumeirah isn’t just a neighborhood; it’s a mood. And right at the center of that mood is Surf House, a place where the salt air meets a very specific kind of laid-back energy. Starting tomorrow, January 31, that energy is getting a major upgrade. Global athletic brand New Balance is teaming up with the Surf House crew to create a space that’s all about movement, culture, and staying a while.
Running in this city can sometimes feel like a solo mission or a high-pressure race. This collaboration is the opposite. It’s about the coffee after the kilometers and the community that keeps you showing up. From January 31st to February 8th, the space will be open from 6:00 AM to 9:00 PM, inviting everyone to “Run Your Way” and then actually stick around to enjoy the vibe.
The Golden Ticket: Win a London Marathon Bib
Let’s get straight to the part that has the whole Dubai running community talking. We all know how impossible it is to get into the London Marathon. It’s one of those “bucket list” races where the ballot is basically a lottery you never win.
But for the next few days, New Balance is offering a rare shortcut. They’ve launched the 5-Day Run Streak. If you check in at the Surf House space across five different days during the event, you’ll be entered into a draw to win a highly coveted London Marathon bib. It’s a game-changer for local runners who have been dreaming of that finish line on The Mall. All you have to do is show up, move, and stay consistent.
Sunrise Rituals and Coastal Vibes
While the marathon prize is the big draw, the daily schedule is what makes this a true community hangout. They’ve planned “Morning Movement Rituals” to help you start your day the right way. We’re talking:
- Sunrise Yoga & Pilates: Because we all need a little more balance in our lives.
- Early SUP Sessions: Taking advantage of those glass-like morning waters in Jumeirah.
- Shakeout Runs: Specifically on February 7th, perfect for loosening up before any big weekend goals.
It’s not just about the workout, though. There are surf-inspired workshops, scavenger hunts, and a Sea Dip & Carb Load BBQ that feels very “Old Dubai” in the best way possible. It’s the kind of place where you can show up in your running gear, grab a flat white, and end up staying for a film screening or a vinyl DJ set.
More Than Just a Brand Activation
What makes the New Balance Surf House Dubai collab feel different is the human element. This isn’t just a shop; it’s a co-created space. You’ll find customization stations where you can add charms and stamps to your shoes or tote bags, and a “Postcard Station” designed for collective storytelling.
Ana Elisa Seixas from New Balance put it best: “Running is about the people, the spaces, and the routines that bring us together.” And Dan Van Dooren from Surf House agrees, noting that while surfing and running might look different, they both chase that same feeling of movement and healthy living.
Don’t Miss Out: Registration is Key
If you want to be part of the workshops or the organized runs, you’ll need to move fast. Registration opens on the evening of January 30th (that’s tonight!) via their official portal. Since this is Dubai, and we love a good pop-up, spots are expected to fill up quickly.
Visit: www.runningandsurf.me
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