The ASICS Museum of the Future tennis activation is turning one of Dubai’s most recognisable landmarks into a one-of-a-kind sporting destination this summer. Running from 30 July to 2 August, the four-day experience combines tennis, innovation and community, giving visitors the chance to step onto a specially created court outside the Museum of the Future.
Organised by ASICS in partnership with the Museum of the Future and supported by the UAE Tennis Federation, the activation celebrates the future of tennis while encouraging more people to discover the physical and mental benefits of staying active. It also reflects Dubai’s growing reputation as a city where sport, culture and innovation come together in exciting ways.
Young tennis talent takes centre stage
The event begins with a special exhibition match featuring some of the UAE’s most promising young tennis players.
Held with the support of the UAE Tennis Federation, the opening showcase allows emerging athletes to compete in a unique setting alongside official umpires and referees. The match highlights the next generation of local talent while reinforcing ASICS’ commitment to developing grassroots sport across the UAE.
The public can book a session on court
Following the opening exhibition, the court will be open to visitors until 2 August through an online booking system.
Players of all ages and skill levels can enjoy a game in front of one of Dubai’s most iconic architectural landmarks. Alongside the on-court experience, visitors can also explore interactive brand experiences and test ASICS’ latest performance footwear and apparel during dedicated product trials.
The activation has been designed to make tennis feel more accessible while encouraging newcomers to pick up a racket in a relaxed and memorable environment.
Where sport meets innovation
The Museum of the Future provides a fitting backdrop for the experience. Known for showcasing ideas that shape tomorrow, the landmark mirrors ASICS’ vision of supporting the future of sport through innovation, participation and community engagement.
The activation also aligns with the growing popularity of tennis across the UAE and the wider GCC, where increasing participation, youth development programmes and international tournaments continue to attract new players and fans.
More than a sporting event
Beyond creating an unforgettable court, the initiative aims to inspire healthier lifestyles and encourage more young people to embrace movement.
By bringing tennis into one of Dubai’s most celebrated cultural destinations, ASICS hopes to make the sport more visible, more approachable and more engaging for future generations. Whether you’re an experienced player or simply curious to try something new, the activation offers a unique opportunity to experience tennis in a setting unlike any other in the city.
