The numbers tell a clear story. Supported by initiatives from the Ministry of Sport and a growing focus on health and wellness, sales of sportswear in Saudi Arabia reached 1.3 billion USD (4.9 billion SAR) in 2022. The market is projected to grow by 21 percent by 2027.

Figures from the General Authority for Statistics show that nearly 48.2 percent of citizens and residents now practice sports on a weekly basis. This shift did not happen by chance. It is the result of sustained policies and investments that have made sports an essential part of everyday life in the Kingdom.

Momentum has accelerated with the announcement that Saudi Arabia will host women’s tennis tournaments from 2024 through 2026. This move highlights the growing role of sport in society and signals new opportunities for industries such as fashion to tap into an emerging cultural landscape.

A few designers have already recognized the potential. Among them is Noura Sulaiman, who launched the first Saudi tennis-inspired fashion collection in 2024. Her work combined elegance with a personal narrative, paying tribute to her late father, a tennis champion of the 1980s.

Today, sports are increasingly becoming a commercial and cultural driver. Local brands such as Rebound, Vuel, Maeya, Hadeed, and Kayanee are stepping into the space. Kayanee, backed by Saudi Arabia’s Public Investment Fund, reflects the country’s strategic push into lifestyle and wellness, and underlines the scale of opportunity for sports-focused fashion.

With government initiatives expanding and community participation on the rise, more designers and brands are expected to follow. Sports in Saudi Arabia are no longer just a leisure activity; they have evolved into an economic and cultural arena that opens new doors for fashion, mirroring the country’s wider transformation.