Four athletes carry Saudi hopes at 2022 World Taekwondo Championships
RIYADH: The Saudi Sports for All Federation has signed a memorandum of understanding with sportswear leader ASICS to strengthen the Kingdom’s sports infrastructure and contribute to its transformation into a leading sports hub.
The deal was announced at a ceremony at the Saudi Ministry of Sports.
The collaboration will see the two entities join forces to launch a series of initiatives. This will encompass knowledge sharing and exchange of expertise in a diversity of areas including sports group development, events, marketing research etc. As part of its commitment to youth and the development of society through sport – and in line with its “healthy mind, healthy body” philosophy – ASICS aims to help create many opportunities for Saudis to participate in training and sports programs.
Shaima Saleh Al-Husseini, Chief Executive of the SFA, said: “We are delighted to work with ASICS to continue our work and improve our sports performance. ASICS philosophy is very much in line with ours, allowing us to forge a truly productive collaboration that will create a healthier, fitter and more active Saudi Arabia. Together, we will empower more people to live better, happier lives.
The collaboration is part of the Saudi-Japan Vision 2030, which aims to facilitate public and private sector involvement between the two countries by aligning and reporting on strategic initiatives that contribute to the goals of national growth and development strategies. each country.
Mano Takayuki, Managing Director of ASICS Arabia, said: “At ASICS, we believe that movement and sport have the power to uplift communities and, together with SFA, we look forward to acting on our ‘healthy spirit, in a healthy body”. philosophy and inspire Saudis to move more and experience the positive uplift that sport and movement have on body and mind.
The two parties will also collaborate to organize an ongoing section of events and experiences promoting community sports. They will also collaborate on joint marketing and communications initiatives, launching strategic campaigns to raise awareness of the benefits of exercise.
This collaboration is in addition to the SFA’s ongoing efforts to increase levels of physical activity in the Kingdom in line with Vision 2030 and the quality of life agenda. The federation has pledged to empower 40% of people across the country to participate in everyday sports by the end of the decade.