The sponsorship highlights ASICS’ alignment with values of strength, community, and the inspirational journeys of transplant recipients and donors, all united through sport.The World Transplant Games gather thousands of transplant recipients, living donors, and their families worldwide, celebrating life and second chances through high-level competitive sports. For the first time, the UAE is represented at these Games by a team of six athletes sponsored by ASICS, turning their personal stories of recovery and hope into a global impact. This sponsorship underscores ASICS’ enduring philosophy derived from the Japanese saying *Anima Sana In Corpore Sano* (“A Sound Mind in a Sound Body”), recognizing sport as a path to both physical and mental wellbeing.
The UAE athletes supported by ASICS include individuals with varied transplantation backgrounds who compete in multiple disciplines ranging from long-distance running and sprinting to throwing and bowling events. Among them are Katie Larkins, a liver transplant recipient and educator leading Team UAE; Omar “OT” Tom, a two-time kidney transplant recipient using sprinting for youth inspiration; and Hind Juma, a living kidney donor whose journey emphasizes love and perseverance. These athletes serve as powerful ambassadors for organ donation awareness and showcase how personal branding and talent representation can amplify meaningful messages in sport and community.
ASICS’ sponsorship of the UAE transplant athletes is part of a broader marketing strategy that integrates influencer marketing and personal branding to inspire and educate audiences while raising awareness on organ donation. The brand’s approach connects these athletes’ authentic stories with fans and communities through social media and digital platforms, creating emotional engagement and measurable impact. ASICS has a history of successful influencer campaigns that strengthen brand identity and foster loyal communities, leveraging real-life stories to elevate brand messaging naturally and powerfully.
The sponsorship aligns with ASICS’ mission to be more than a sportswear provider—it positions the brand as a caregiver and community supporter. Through storytelling and targeted campaigns, ASICS demonstrates how personal branding in sports, especially for athletes overcoming adversity, can drive inspiration and influence broader social and health outcomes. This strategy not only enhances sports marketing effectiveness but also builds lasting connections between the brand, athletes, and supporters.
Scheduled for August 2025, the World Transplant Games epitomize the unifying spirit of sport, bringing together participants who have faced life-changing medical challenges. ASICS’ involvement in sponsoring the UAE contingent highlights the importance of inclusive sports sponsorships that extend beyond competition to social impact and health advocacy. The Games promote organ donation awareness globally and emphasize the role of sport in healing and empowerment.
ASICS’ sponsorship of six UAE athletes at the World Transplant Games 2025 exemplifies how purposeful sports marketing and strategic talent representation can intersect to create powerful narratives of resilience and hope. By supporting these inspiring athletes, ASICS not only advances its brand positioning as a champion of movement and wellbeing but also elevates vital social causes on a global stage. This partnership is a testament to the profound impact that sports sponsorships, combined with influencer marketing and personal branding, can have on communities and individual lives.
Sources: MedEdge MEA, Emirati Times, Communicate Online, Instagram ASICS, ASICS official communications, RDI case studies on influencer marketing, Arab News, Focus HiDubai, LinkedIn MedEdge MEA, ASICS marketing insights.
