Starting over in a foreign land often comes with uncertainty, but also the opportunity to shape a new path. For Jonathan Velasco, this meant embracing change—not just once, but many times. Today, he proudly serves as the first Filipino Community Manager for ASICS Arabia, a role he sees as both a personal achievement and a meaningful platform for inspiring others.
Carving a path beyond expectations
After graduating with a Nursing degree in 2007, Jonathan made the life-altering decision to move to Dubai in 2009. Like many overseas Filipino workers, he was driven by the desire to provide a better life for his children and reunite with his father. His early career in Dubai began in an entirely different field—as a Customer Service Representative with the Roads and Transport Authority (RTA).
That entry-level job marked the beginning of a dynamic career shift. Jonathan transitioned to fashion retail management, and later, into sports retail—handling operations across the Gulf Cooperation Council (GCC). “That journey taught me resilience and the value of continuous growth,” he says. “I may not have followed the path I first imagined as a nurse, but every step—from starting in customer service to managing fashion and later sports retail—taught me how to lead, adapt, and work with people from all walks of life.”
Despite leaving nursing behind professionally, he never let go of his roots. In 2023, he passed the UAE nursing licensure exam—proof of his dedication to lifelong learning. That same spirit led him to ASICS Arabia, where he initially joined as a Retail Operations Assistant Manager, contributing to the launch of several stores in Reem Mall and Dubai Hills. “People who had seen ASICS stores in other parts of the world said these were among the best-looking ones they’ve ever visited,” Jonathan shares. “That kind of recognition makes me incredibly proud of what we’re building here in the region.”
How running changed everything
In 2017, a difficult chapter in Jonathan’s life opened the door to a new passion—running. At the time, he had just lost his job and was struggling with health issues. “Running gave me a sense of control and purpose,” he reflects. What began as a personal wellness effort became something far more transformative.
“Running changed my mindset, boosted my confidence, and ultimately led me to ASICS,” he adds. It also brought him into a close-knit running community that provided support when he needed it most. That journey has now come full circle with his appointment as Community Manager, where he will lead the ASICS FrontRunner team across the region.
“It’s a privilege and a responsibility I don’t take lightly,” he says. “Leading the ASICS FrontRunner team allows me to give back to the running community that welcomed me years ago. It’s about inspiring others to start their journey, promoting inclusivity, and creating a space where runners—regardless of background or experience—can feel supported and motivated.”
Family as the driving force
Behind Jonathan’s drive is his unwavering dedication to his family. When he moved to Dubai, it was to secure a better future for his two sons. In 2011, his daughter was born, completing their family of five. Balancing a demanding career with family responsibilities hasn’t been easy, but it’s a role he embraces with gratitude.
“My wife and kids are my biggest motivation,” he says. “I make time for them and ensure they feel involved in my journey. Their support allows me to give my best at work while staying grounded at home.”
Jonathan’s story is not about overnight success, but about persistence, growth, and the courage to evolve. He encourages fellow Filipinos abroad to stay open and determined, no matter the odds. “Don’t be discouraged by setbacks. I wasn’t the top of my class, and I didn’t succeed right away—but I stayed curious, kept learning, and never gave up,” he shares. “You don’t have to have it all figured out to start. Just be open, be hardworking, and trust that your efforts will lead you to something meaningful.”
