Three Saudi Startups Win Inaugural ASICS Innovation Pitch
The initiative was staged by global sportswear brand ASICS in partnership with the Saudi Sports for All Federation (SFA) with the overarching goal of promoting a healthy and active lifestyle across the Kingdom.
Three Saudi Arabia-based startups were declared the winners of the inaugural ASICS Innovation Pitch, an initiative staged by global sportswear brand ASICS in partnership with the Saudi Sports for All Federation (SFA)—the national body responsible for enabling all members of society in the KSA to engage in physical activity—with the overarching goal of promoting a healthy and active lifestyle across the Kingdom.
Having invited KSA-based startups to propose digital solutions under the theme “Sports × Digital,” the ASICS Innovation Pitch ended with a final pitch event held in Riyadh on October 30, 2025, that saw Amplifai Health take first place and win SAR20,000. Harwalah Fit came in second and won SAR10,000, while Fitness Storm claimed third place with a prize of SAR5000. Each of the startups also secured an opportunity to explore collaboration and investment through ASICS’ corporate venture capital arm, ASICS Ventures.
SFA President HRH Prince Khaled bin Alwaleed bin Talal Al Saud and H.E. Fumio Iwai, Ambassador of Japan to Saudi Arabia, at the ASICS Innovation Pitch.
The ASICS Innovation Pitch was attended by dignitaries like H.E. Fumio Iwai, Ambassador of Japan to Saudi Arabia as well as SFA President HRH Prince Khaled bin Alwaleed bin Talal Al Saud and SFA Managing Director Shaima Saleh Al-Husseini. The finalists showcased innovations spanning wearable health analytics, community fitness engagement, and smart hydration technologies.
Launched in mid-2025, the ASICS Innovation Pitch supports Saudi Arabia’s Vision 2030 objective to increase physical activity levels and develop a vibrant, sustainable sports economy. For SFA, the partnership represents a practical step toward nurturing a local sportstech ecosystem that contributes to healthier communities. For ASICS, it provides a platform to identify emerging technologies and startups aligned with its focus on human-centric performance and wellbeing.
Pictured in the lead image is a scene from the ASICS Innovation Pitch. All images courtesy Saudi Sports For All Federation.
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