Global Japanese sportswear brand ASICS has announced the launch of ASICS Ekiden India 2026, bringing the spirit of Japan’s iconic Ekiden relay race to India. The initiative is being introduced in partnership with Sony India and with the support of the Embassy of Japan in India, marking a meaningful cultural exchange rooted in teamwork, discipline, and shared purpose.
Ekiden, a traditional long-distance relay race, is deeply embedded in Japanese sporting culture. Through this format, ASICS aims to translate its philosophy of Sound Mind, Sound Body into a movement that celebrates endurance, connection, and everyday wellbeing. The event reflects ASICS’ commitment to strengthening India’s running ecosystem while honouring its Japanese heritage.
Scheduled to take place on 5 April 2026 at DLF CyberHub, Gurugram, ASICS Ekiden India will feature teams of four runners, comprising both Indian and Japanese participants. Each team will collectively cover a distance of 10 kilometres, passing the traditional Tasuki sash between runners as a symbol of trust, continuity, and unity. The relay format reinforces the values of collaboration and shared achievement that define Ekiden racing.
The event will be supported by several leading Japanese brands including POCARI SWEAT, Pigeon, and Fujifilm, with additional partners such as Pilot and Yakult enhancing the overall experience. Together, the partner ecosystem aims to deliver a premium and immersive sporting event that blends performance, recovery, hydration, and lifestyle support for both participants and spectators.
As part of the initiative, ASICS India has also introduced an exclusive ASICS Ekiden Pack, featuring products from the ASICS BLAST SERIES™ and MAGIC SPEED 5™ with METASPEED CUD™. Inspired by Japan’s iconic Ekiden races, the collection reflects themes of growth, momentum, and renewal, with colourways drawn from the imagery of emerging sprouts and light transitioning to green. A distinctive glitter spray effect symbolises athletes striving toward their full potential, combining Japanese design aesthetics with high-performance engineering.
Commenting on the announcement, Mr. Rajat Khurana, Managing Director, ASICS India and South Asia, said,
“Over the past few years, India has witnessed an unprecedented rise in recreational running with running communities and fitness-led lifestyles growing rapidly across metros and emerging cities. Events like the Mumbai and Delhi Marathons now see tens of thousands of runners every year, reflecting how deeply running has embedded itself into urban culture. Indian consumers today are increasingly inclined to experience global culture and trends and there is a growing appreciation for Japanese craftsmanship whether in sport, design or everyday life. Ekiden sits at the intersection of these two movements. By bringing this iconic relay format to India, we are creating a platform that celebrates teamwork, cultural exchange and holistic wellbeing, staying true to our philosophy of ‘Sound Mind, Sound Body’.”
Designed as a celebration of cross-cultural collaboration, ASICS Ekiden India 2026 positions running as a shared experience that goes beyond competition. Registrations for the event are now open, with further details available at https://asics-ekiden-india.com/.
