ASICS Brings Japan’s Iconic Ekiden Relay to India Through Running

ASICS and Sony India have announced a partnership to host ASICS Ekiden India 2026, scheduled for April 5, 2026 at DLF CyberHub, Gurugram. Supported by the Embassy of Japan in India, the collaboration brings the traditional Japanese Ekiden relay race format to Indian runners, positioning the event as a joint cultural and sporting initiative.

The partnership underscores a broader alignment between the two Japanese brands as they look to engage India’s expanding fitness and lifestyle audience through on-ground experiences. 

Beyond the race format, the event will bring together several Japanese companies operating in India, including POCARI SWEAT, Pigeon and Fujifilm, with additional support from Pilot and Yakult. The initiative reflects increasing cross-brand collaboration among Japanese companies to build community-led engagement platforms in the Indian market.

Coinciding with the announcement, ASICS India introduced an exclusive ASICS Ekiden Pack under its BLAST SERIES and MAGIC SPEED 5 featuring METASPEED CUD portfolio. Inspired by Japan’s Ekiden races, the collection incorporates colourways symbolising growth and momentum, along with a glitter spray finish. The range will be available at select ASICS stores and online.

Speaking on the occasion, Rajat Khurana, Managing Director, ASICS India and South Asia said, “Over the past few years, Indian consumers 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’.”

ASICS Ekiden India 2026 will feature mixed teams of Indian and Japanese runners, reinforcing the cross-cultural nature of the initiative as Sony India and ASICS jointly expand their experiential footprint in the country.