What began as a small running crew in Dubai has grown into a creative and multicultural movement. Founded by Filipino coach Karl Dela Cruz, BELONG DXB is proving that the spirit of community, leadership, and creativity can go beyond the track — and beyond borders.
As Karl shared in an exclusive interview with TGFM, BELONG DXB’s growth reflects how Filipinos are no longer just participants in global spaces—they’re now leaders shaping culture, creativity, and community.
From the track to the world stage
“BELONG DXB is proud to be an official member of the Oakley Community Club,” Karl said, recalling their recent participation in the brand’s big launch event. “As a relatively young community, this was an incredible experience for us. More than joining the fun, it was about seeing our members shine on a global platform alongside other nationalities.”
For Karl, the moment affirmed BELONG DXB’s purpose. “It reminded me that our impact goes beyond running; that we can build meaningful moments with other clubs and big brand partners. It’s the proof that what we’ve built truly stayed to its core: a community where everyone gets to grow, be recognized, and have fun while doing it.”
The spirit of innovation and artistry within BELONG DXB came alive during its Branding Challenge, an internal competition that invited members to help shape the group’s visual identity.
“When we launched in May 2024, BELONG DXB was built on being a welcoming space. That spirit comes from our Filipino values of warmth and hospitality, which naturally opened our doors to people of all nationalities,” Karl said.
“The idea behind the Branding Challenge wasn’t simply to pick a new look but to show that Filipinos in the UAE have creative talents that deserve to be seen globally.”
After weeks of submissions and presentations, the community named Filipina creative Arianne Abiera as the winner. “It was inspiring to see how much creativity, thought, effort, and passion our members poured into every concept,” Karl shared proudly. “Our new look officially launches here at The Global Filipino Magazine, and this is the first time the world gets to see it.”
Filipinos taking the lead
For Karl, the journey of BELONG DXB mirrors the broader rise of Filipinos abroad. “Filipinos today are finally being seen and celebrated for what we bring to the table—not only for individual wins but for the impact we create together.”
He highlighted how Filipinos are becoming leaders and collaborators in global events. “At the Oakley Community Club launch, we saw many Filipinos from different groups step up and represent. We’ve reached a point where our presence speaks for itself. We are being recognized as leaders, creators, and contributors.”
One of BELONG DXB’s greatest achievements is its growing diversity. “What I enjoy most is seeing our community become a space where people from different backgrounds connect, share, and inspire one another,” Karl said.
What began as a Filipino-led running group has blossomed into a melting pot of creativity and purpose, where members from different nationalities now serve as coaches, brand ambassadors, photographers, and project managers.
“Every project and event shows our values of inclusion, collaboration, and opportunity in action. Seeing this firsthand as the founder makes me proud of how BELONG DXB continues to flourish across cultures and give everyone a chance to shine.”
Looking ahead with purpose
BELONG DXB’s next chapter is set to be even more dynamic. “In the coming months, we’ll continue creating opportunities for our members to be seen, to grow, and to express their creativity,” Karl revealed.
Upcoming collaborations with ASICS, Armani Hotels Dubai, KCAL, RUNNIES, GRAFT DXB, and Thai Coco are among the exciting projects in the pipeline. “These campaigns will give our members more platforms to showcase their talents in coaching, photography, content creation, marketing, and logistics.”
Through it all, BELONG DXB remains rooted in its Filipino identity. “From the start, BELONG DXB has been built on Filipino values of warmth, inclusivity, and hospitality, paired with a global mindset. Every project highlights the people who make BELONG DXB what it is and strengthens a space where creativity, support, and collective growth thrive.”
As Karl put it best, BELONG DXB is a living proof that Filipino heart and global vision can move communities forward—one run, one collaboration, and one shared dream at a time.
