‘Run Your Way to Ramadan’ fused sport and fashion where every pace, runner and community felt seen, celebrated and moved. It turned a perceived challenge into a new opportunity, connecting New Balance to the heartbeat of the region’s fitness movement.
Culminating in unique Ramadan celebration that fused tradition and freshness the ‘Run Your Way to Ramadan’ sports and recreation campaign delivered creative ideas, immersive experiences and considered communications to create shared moments of joy, reflection and belonging. This campaign didn’t just dress the season, it ran alongside it, capturing hearts (and carts) across the region.
What began as a new global brand platform for New Balance was turned into a community-first, regionally-designed and engagement-led campaign encouraging movement, accessibility and inclusivity for the region. By embracing the rhythms and motivations of our audience, we turned a perceived challenge into a potential new opportunity, connecting New Balance to the heartbeat of the region’s fitness movement by re-framing what running means.
‘Run Your Way to Ramadan’ fused sport and fashion where every pace, every runner and every community felt seen, celebrated and moved.
2025 MEPRA Award Winner
Gold Winner for the following Award Categories:
Best Fashion & Beauty Campaign
Best Sports & Recreational Campaign
Best Brand Activation Event
Submitted by:
Current Global MENAT
Presented by:
Jude Lahham, Account Director at Current Global MENAT
Jude has been with Current Global since the beginning of the journey. With 7+ years of experience in the marketing industry and 21 year spent in Dubai, Jude has developed a deep understanding of the regional market.
Jude graduated from the American University of Sharjah with a double degree in Public Relations and Journalism with a minor in Arabic/English Translation.
She specialises in working with MCN’s agency brand to create fully integrated communications ideas, campaigns and plans and has recently launched some of the most awarded work for brands like Heinz and Puck.
As Account Director Jude oversees the team that manages PR activity for New Balance and Global Village and is responsible for delivering on the key day-to-day account requirements and generating maximum value from communications activities.
Luanne D’Souza, Account Director – Influencer Marketing, Current Global MENAT
Born and raised in Dubai, with over a decade of experience in the social media and influencer marketing industry, Luanne has a deep understanding of the regional market.
Luanne’s portfolio of work includes brands such as Amazon Prime Video, Rolls- Royce, Marriott Bonvoy, Hisense, and Al- Futtaim Automotive, delivering award-winning and culturally impactful campaigns across digital landscapes.
She is passionate about creating unique story-telling opportunities for brands that resonate with consumers online and offline.
As Account Director- Influencer Marketing, Luanne is responsible for influencer experience and activity for brands such as New Balance, Heinz, Dubai Airports, and Papa Johns, helping them build brand advocacy and regional relevance.
Riya Awtaney, Account Manager, Current Global MENAT
With over 7 years in the industry, Riya is a seasoned PR & Communications professional known for leading award-winning campaigns across the region’s most recognizable brands. Through a sharp focus on integrated communications, she brings strategic media insight and creative flair to the lifestyle, F&B, entertainment, and fashion sectors.
A graduate of Narsee Monjee College of Commerce and Economics with a Bachelor’s in Management Studies, she honed her skills at Kinnect and Current Global India, where she spearheaded influencer partnerships with India’s Top 100 influencers and delivered standout campaigns particularly for brands such as Marvel Studios, Disney Films, Destination New South Wales, and American Eagle.
Currently an Account Manager at Current Global MENAT, she drives media and influencer strategies for brands like New Balance, Dubai Airports, and Heinz, working collaboratively with other MCN agencies to craft integrated campaigns that make an impact. Her work also includes successful campaigns for Papa Johns, Subway UAE, Americana Foods, Puck, GymNation and more, delivering success across traditional and digital channels.
Location
This is a virtual session hosted on Zoom
Date & Timings
Thursday, 5 February, 2026. 12:30 PM – 1:15 PM GST.
Registrations
This workshop is exclusive for MEPRA members only.