ASICS Launches Innovation Pitch in Saudi Arabia to Empower Sports Participation Through Digital Innovation

In collaboration with the Saudi Sports for All Federation, ASICS aims to foster start-up partnerships that align with our founding philosophy of A Sound Mind In A Sound Body

ASICS Corporation today announces the launch of the ASICS Innovation Pitch in Collaboration with the Saudi Sports for All Federation, a start-up pitch program designed to cultivate innovative collaborations in Saudi Arabia.

Spearheaded by ASICS Ventures Corporation and ASICS SA Marketing LLC (ASAM), the initiative invites Saudi-based start-ups to propose digital solutions that encourage greater participation in sports and physical activity.

The program is launched in partnership with the Saudi Sports for All Federation (SFA) [1], a leading organization committed to promoting community wellness and active lifestyles nationwide. The collaboration reflects ASICS’ growing presence in Saudi Arabia, where it opened its first store in Riyadh in 2023 and sponsored the Riyadh Marathon earlier this year.

This marks ASICS’ first start-up program in Saudi Arabia and the seventh globally, following successful initiatives such as TENKAN-TEN™ program [2] in Europe, the ASICS Accelerator Program [3] in Japan, and the ASICS Innovation Pitch [4] in India.

Saudi Vision 2030 outlines a bold ambition to diversify the economy and improve quality of life, including a target to increase weekly physical activity participation from 13% to 40% of the population. ASICS is proud to contribute to this national goal by leveraging its global expertise in sports innovation and its founding philosophy: Anima Sana In Corpore Sano—A Sound Mind In A Sound Body.

The pitch event invites start-ups to submit proposals under the theme: “Sports × Digital” to co-develop solutions that inspire movement and improve wellbeing. Six finalists will be chosen through a document screening process from June 16 to July 31, 2025, with the final pitch event scheduled for November 2025. Winning start-ups will enter into a business collaboration with ASAM, aiming for rapid implementation and meaningful social impact.

ASICS continues to deepen relationships with past program winners. ASICS has invested in SaleAssist Innov8 Private Limited, winner of the ASICS Innovation Pitch in India, and aims to expand its business in the running market through enhancing its Innovation Pitch initiatives in emerging countries.

As the world evolves, ASICS remains committed to its founding philosophy. This enduring belief continues to guide its approach to innovation in a rapidly changing landscape. By combining internal research and development with external innovation, ASICS aims to deliver products, services, and experiences that enhance both physical and mental wellbeing. Together, this approach helps ASICS stay at the forefront of innovation while staying true to its core purpose of promoting a sound mind in a sound body.

Program Overview

• Program name: ASICS Innovation Pitch in Collaboration with the Saudi Sports for All Federation
• Application period: June 16 – July 31, 2025
• Theme: “Sports × Digital”
• Eligibility Criteria:
  • Start-ups must have been established for over 2 years
  • Proposed products/services must be market-ready or near launch
  • A go-to-market strategy must be in place
  • Applicants must be registered or primarily based in Saudi Arabia