ASICS, the global athletic brand, in partnership with the Saudi Sports for All Federation (SFA), has launched the ASICS Innovation Pitch 2025 — a national startup competition aimed at accelerating digital innovation in sports and wellness in Saudi Arabia, in line with Vision 2030.
The competition targets Saudi-based startups offering digital solutions that promote physical activity and improve well-being. Applications are open from June 16 through July 31, 2025, with six finalists selected to pitch live in Riyadh on November 2.
To be eligible, startups must be at least two years old, primarily registered or based in Saudi Arabia, and offer a market-ready or near-launch product or service.
Finalists will receive mentorship and collaboration opportunities with ASICS’s global innovation, R&D, and marketing teams. ASICS will also cover travel and accommodation expenses for up to two representatives from each selected startup.
The top three startups may secure direct collaboration opportunities with ASICS, including investment prospects through ASICS Ventures, the company’s innovation-focused fund.
This marks ASICS’s first open innovation initiative in the Kingdom, building on its regional expansion, following the 2023 opening of its first store in Riyadh and partnerships with major events like the Riyadh Marathon.
The Saudi Sports for All Federation, led by global investor Prince Khaled bin Alwaleed, continues to leverage innovation and partnerships to build a more active and health-conscious society.
ASICS stated on the competition website: “This initiative aims to uncover digital solutions that help people in Saudi Arabia move for their health and happiness — aligning with our philosophy: A Sound Mind in a Sound Body.”
