ASICS brings future of tennis to Dubai with Museum of the Future Activation

Dubai: ASICS, the global sports brand inspired by its founding philosophy of A Sound Mind in a Sound Body, is bringing the future of tennis to life in Dubai with an immersive new activation at the Museum of the Future.

Creating an unforgettable stage for young talent, community participation and the continued growth of tennis in the UAE.

Taking place from Thursday to August 2, the four-day experience will transform one of Dubai's most iconic landmarks into a unique tennis destination, reinforcing ASICS' commitment to inspiring movement and supporting the next generation of athletes. Developed in collaboration with the Museum of the Future, with support from the UAE Tennis Federation, the activation combines elite competition with public participation in a celebration of the sport's future.

The experience will officially begin on Thursday with a special exhibition match featuring some of the UAE's brightest young tennis talent. Organised with the support of the UAE Tennis Federation. The showcase will feature federation players alongside official umpires and referees, providing emerging athletes with the opportunity to compete on one of the country's most distinctive sporting stages.

From Thursday to August 2, the court will open to the public, inviting visitors to step onto the court themselves through an online booking platform.

Players of all ages and abilities will have the opportunity to experience tennis in an extraordinary setting while discovering ASICS' latest performance footwear and apparel through on-court product trials and interactive brand experiences.

The Museum of the Future provides a fitting backdrop for the activation. As a global symbol of innovation, possibility and forward thinking, it reflects ASICS' ambition to help shape the future of tennis by making the sport more visible, more accessible and more inspiring for the next generation. More than simply creating a memorable sporting experience, the activation aims to encourage more young people to pick up a racket and experience the physical and mental benefits of movement.

Nikola Deputy General Manager, Marketing at Asics, said: "In line with our brand philosophy, Sound Mind, Sound Body, we believe physical activity plays an important role in supporting both physical and mental wellbeing. This starts by creating opportunities for the next generation to discover and enjoy sport. Tennis builds confidence, resilience and community, and this activation celebrates its future by giving young talent a unique platform while inviting more people to experience the sport for themselves. We are proud to bring this vision to life with the Museum of the Future and grateful for the support of the UAE Tennis Federation. Together, we are demonstrating how innovation, sport and community can inspire future generations."

The activation also reflects the growing momentum behind tennis across the UAE and wider GCC, where increasing participation, international tournaments and rising interest among younger audiences are helping shape a new generation of players and fans. By creating a court in one of the world's most recognisable cultural landmarks, ASICS hopes to inspire more people to experience the sport while showcasing Dubai as a global destination where sport, innovation and culture come together.