Dubai Mallathon Launches in 2025 and Brings Fresh Opportunities for Mall Advertising

August 2025 marks the launch of the Dubai Mallathon, an exciting new event that invites everyone in the city to walk or run inside Dubai’s most popular shopping centres. This first-of-its-kind initiative is designed to inspire healthy living while offering an energetic platform for community activity. For brands, the Dubai Mallathon also brings a unique opportunity to reach large numbers of active and engaged shoppers through mall advertising.

Introducing the Dubai Mallathon

The Dubai Mallathon 2025 will take place across nine major malls in Dubai: City Centre Mirdif, The Springs Souk, Dubai Marina Mall, Mall of the Emirates, Dubai Festival Mall, City Centre Deira, Dubai Mall, Dubai Hills Mall, and Dubai Festival Plaza. From 7am to 10am every day in August, participants can walk or run at their own pace, making the most of the air-conditioned comfort and lively atmosphere found in each location.

With its welcoming approach, the Mallathon is open to all ages and fitness levels, attracting families, groups of friends, fitness fans, and visitors who want to experience something new. Each mall offers its own style and energy, creating multiple touchpoints for brands to connect with an audience that is ready to explore.

Why Mall Advertising Makes Sense for Events Like the Mallathon

Malls are a central part of life in Dubai and across the UAE. They are not only shopping destinations but also places where people gather for entertainment and leisure. When an event like the Dubai Mallathon takes place, mall footfall increases as people join in the event and spend more time enjoying the facilities.

This rise in visitors provides a powerful opportunity for brands to boost their visibility. Mall advertising during the Mallathon benefits from:

• A Wide and Varied Audience: The event draws a mix of residents, expats, tourists, families, and working professionals, all gathered in one place.
• Longer Dwell Times: Participants tend to stay longer in the mall, giving more time for advertising messages to make an impact.
• High Engagement Levels: The atmosphere is positive and participants are open to new experiences, making it easier to capture attention.

Mall environments support a range of creative advertising formats that help brands engage people during their visit.

Top Mall Advertising Formats to Consider for the Dubai Mallathon

Mall advertising offers flexibility and creative options, especially during high-traffic events. For the Dubai Mallathon, consider the following formats:

• Digital Out of Home (DOOH) Screens: High-resolution digital screens placed at entrances, corridors, and event spaces display dynamic messages. Brands can use these screens for event tie-ins and real-time promotions. Learn more about DOOH in malls.
• Large Banners and Hanging Signs: Eye-catching banners in key walkways, atriums, or near event areas deliver high visibility. See mall advertising formats.
• Branded Pop-Ups and Activations: Interactive booths and pop-up experiences offer sampling, games, or product demonstrations. These can create memorable moments and encourage social sharing.
• Floor Graphics and Wayfinding: Floor stickers with bold branding guide Mallathon participants or add fun to the walking and running routes.

Campaign Ideas to Maximise Brand Presence

Brands can make a strong impression during the Dubai Mallathon or other events across the year by aligning their campaign messages with the spirit of health, activity, and community. For example, consider using event-themed creative, fitness tips, or special offers for participants. Social media integrations like QR codes or hashtags encourage sharing and increase campaign reach beyond the mall itself.

Partnering with mall management or event organisers for exclusive spaces or joint promotions can further amplify brand exposure.

Work With OOH AE for Your Mall Advertising Needs

OOH AE specialises in planning and delivering successful mall advertising campaigns across Dubai and the UAE. Our team can guide you in selecting the right formats, locations, and creative approaches for the Dubai Mallathon or any major event. Discover our mall advertising services or contact us today to get started.

FAQs

What is the Dubai Mallathon and when does it happen?

The Dubai Mallathon is a new indoor walking and running event held across nine Dubai malls every August from 7am to 10am.

Why choose mall advertising during the Dubai Mallathon?

Mall advertising during the event benefits from increased footfall, longer dwell times, and a highly engaged audience.

Which mall advertising formats work best for events?

Digital screens, large banners, branded activations, and floor graphics are all effective for reaching Mallathon participants.

How can brands stand out at the Mallathon?

Brands can use creative messaging focused on fitness and community, with event-themed content and digital integrations.