The Dubai Marathon ran on February 1. But adidas showed up one day earlier, where runners’ attention truly lives – in the rituals that define preparation, not just performance. adidas showed its understanding of one of running culture’s most universal behaviours – carb-loading, reimagining it as a shared, city-wide moment rooted in culture, craft, and community. Built on the insight that every marathon runner, regardless of pace or ability, follows the same pre-race fuelling routine, adidas transformed what is typically a private, functional act into a collective experience.  The brand teamed up with local Italian pastificio, Sagra, to launch Adizero Pasta, a limited-edition pasta that embeds adidas in the culture of running by providing for its rituals.

On 31 January, adidas hosted a live pre-race fuelling moment at the Adizero House of Fast at Kite Beach. Registered marathon runners were invited to collect complimentary Adizero Pasta by presenting their race bib or runner ID, creating a shared pause in the city’s marathon build-up and bringing runners together ahead of the start line.

To extend the experience beyond a single physical location, adidas partnered with delivery service, Careem, making Adizero Pasta available across Dubai for a limited time.

The pasta took the form of a limited-edition ravioli inspired by the Adizero EVO SL shoe, translating the Adizero performance ethos into a food format that bridged sport, craft, and culture. Collaborating with Sagra ensured the concept remained grounded in local culinary expertise, positioning the activation as a credible cultural moment rather than a promotional gimmick. By reframing fuelling as part of the wider marathon-week narrative, adidas reinforced its positioning as a performance brand embedded in the lived experience of sport.