Art & Culture

How New Balance Is Showing Up for Dubai’s Local Businesses

BYMille Team

April 9, 2026

As tensions continue to ripple across the region, daily life in the UAE has taken on a different weight. What began as an escalating conflict after the United States and Israel launched attacks on Iran has since unfolded into a wider regional crisis that has seen the UAE intercept a barrage of missiles, while its residents navigate an atmosphere of uncertainty. But beyond the headlines and geopolitics, it’s local communities that are absorbing the impact. Independent, homegrown businesses—the cafés, restaurants, and neighborhood staples—are often the first to feel the slowdown. And it’s exactly here that New Balance is stepping in.

Teaming up once again with Jumeirah Johns Running Club (JJRC), the brand has announced the return of Local Legends Vol. 2, a community-led run series designed to spotlight and support small businesses across the city. The concept is simple but effective: get people moving, bring them together, and direct that collective energy (and spending power) towards the places that need it most.

This time around, the community has spoken, nominating Maiz Tacos as the next stop. A family-run favorite that’s been part of Dubai’s food scene for over a decade, the spot has built its reputation on consistency, comfort, and community, qualities that feel even more important right now.

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A post shared by Jumeirah Johns Running Club (@jumeirahjohnsrunningclub)

Set to take place on Saturday, April 11 at 8am, the run invites participants to quite literally “run their way,” stripping away any pressure around pace or performance. The route begins and ends at Maiz Tacos in Dubai Hills, where runners—and anyone else who wants to join—can take part in a Breakfast Bundle offer priced at AED 75. The bundle includes a choice of beverage, from coffee to matcha or juice, alongside one of four breakfast dishes. For every bundle purchased, New Balance will match the contribution, effectively doubling the support directed towards the business.

More than a one-off activation, the initiative is set to continue weekly, with each edition spotlighting a different community-nominated business. It’s a small but tangible way of redirecting attention—and resources—back into the local economy at a time when it matters most.

The idea for Local Legends didn’t come out of nowhere. The first edition kicked off with To The Moon and Back Coffee, a locally-owned café that took to Instagram in the early days of the war to share that business had slowed dramatically, adding that they needed support “now more than ever.” The post was a reflection of what many small businesses across the city were going through.

When New Balance and JJRC showed up, the community followed. What could have been just another Saturday run turned into something much bigger, with crowds gathering to support, spend, and show solidarity. As JJRC later shared, “the community showed up in force… and the vibes did not disappoint,” setting the tone for what has quickly evolved into an ongoing, community-powered movement.

How New Balance Is Showing Up for Dubai’s Local Businesses

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How New Balance Is Showing Up for Dubai’s Local Businesses

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