ASICS, the global athletic footwear and apparel brand, has teamed up with the Saudi Sports for All Federation (SFA) to launch the ASICS Innovation Pitch 2025 — a nationwide startup competition aimed at accelerating digital innovation in health and fitness across the Kingdom. The initiative is part of ongoing efforts to advance Saudi Arabia's Vision 2030 goals of fostering a healthier, more active society. The program invites Saudi-based startups to submit digital-first ideas that inspire movement and improve well-being. Applications are open until July 31, 2025, with six finalists selected to pitch their solutions live in Riyadh on November 2. Eligible startups must be at least two years old, primarily based or registered in Saudi Arabia, and offer a product or service that is either market-ready or approaching launch. Finalists will receive mentorship and the opportunity to collaborate with ASICS's global innovation, R&D, and marketing teams. Travel and accommodation for up to two team members per startup will be provided. The top three finalists will also be considered for future collaboration opportunities with ASICS, including investment prospects through ASICS Ventures, the company's innovation-focused investment arm. This marks ASICS's first open innovation program in the Kingdom and reflects the brand's increasing regional footprint following the opening of its first Riyadh store in 2023. The SFA, led by Prince Khaled bin Alwaleed, continues to leverage partnerships and technology to build a nationwide culture of physical activity. Startups can apply via the official ASICS Innovation Pitch website before the July 31 deadline. — SG
