Dubai Tourism and Adidas sign a memorandum of understanding to enhance cooperation between them in events and activities within the tourism system

The Dubai Department of Tourism and Commerce Marketing (Dubai Tourism) and Adidas Emerging Markets FZE have signed a memorandum of understanding to enhance cooperation between them in a wide range of events and activities within the tourism system aimed at strengthening Dubai's position as a leading global destination.

Sign the Memorandum of Understanding Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, and Gianni Conti, General Manager of Adidas in the Middle East and North Africa. This important step comes within the framework of efforts aimed at consolidating the culture of practicing sports activities among different age groups, as well as encouraging the adoption of a healthy and active lifestyle. Dubai Tourism and Adidas will work together to improve the well-being of the community, as well as focus on creative solutions that advance the city's global standing.

On this occasion, he said, Essam Kazem: “This partnership with Adidas comes as part of the efforts that are in line with the vision and directives of our wise leadership aimed at making Dubai the most active, sustainable and innovative city in the world, especially as we prepare to receive the fifth edition of the Dubai Fitness Challenge. This strategic cooperation with the world famous brand will provide the opportunity for residents and visitors of Dubai to participate and attend a range of sporting events, as well as retail and lifestyle activities, as well as benefit from special promotions, while prioritizing their health and safety.”

 

He added: “This partnership will allow Dubai Tourism and Adidas to explore more opportunities in the retail and events sectors, in addition to accelerating the momentum in the field of sports tourism, which is an important addition to the diverse offerings offered by the city, as we seek to strengthen Dubai's position As a preferred global destination to visit throughout the year.”

 

On the other hand, he said Gianni Conti"The cooperation and partnership agreement between Adidas and Dubai Tourism aims to enhance the two parties' strategies and cooperation in order to contribute to enabling Dubai to be the most active, sustainable and innovative city in the world. With the support of Dubai Tourism, we strive to improve the city’s diverse and advanced sports infrastructure in order to attract a number of the world’s best athletes and sports enthusiasts to experience great experiences in this emirate that is full of ingredients and endless possibilities.”

 

He added: “Adidas will significantly enhance its commitment to sustainability through its partnership with Dubai Tourism, through major activities such as “Run to Save the Oceans” and “Dubai Fitness Challenge”, as we seek to continue our mission of “eliminating waste” plastic'.

This collaboration will include the launch of a range of exclusive apparel that celebrates the city of innovation, encourages progress, and is a model for prosperity and development. These products will be available later this year at major adidas retail stores across the city.

This agreement will contribute to strengthening cooperation related to sports activities and events that are part of the “Dubai Annual Retail Calendar”, especially finding ways to create content and increase interaction and activity with the “Dubai Fitness Challenge”, an initiative that aims to provide an opportunity for everyone of different nationalities and languages ​​to improve their fitness Motivating them to follow a happier and active lifestyle by participating in the many sports and available programs, encouraging the community with all its components to adopt a healthy lifestyle, and enhancing Dubai's position to become the most active city in the world. The MoU also provides for cooperation in organizing and promoting a range of important events and experiences within the tourism system, as well as working with brand ambassadors and content makers to promote both Dubai and Adidas.