The inaugural Swerve Festival, held at the Habitas Resort in AlUla, Saudi Arabia, was a remarkable occasion that seamlessly merged sports, fashion, music, and wellness. From May 5 to 7, this invite-only event gathered a distinguished lineup of athletes, musicians, fashion executives, talented individuals, and influential thinkers to commemorate this exclusive convergence.
Set against the backdrop of AlUla, a captivating destination renowned for its well-preserved ancient tombs, remarkable sandstone formations, and historical monuments, the Swerve Festival welcomed distinguished individuals from various fields. The event featured keynote addresses by Sadhguru, the esteemed founder of the Isha Foundation.
 The venue of Swerve, AlUla, holds a fascinating human history that stretches back 200,000 years, encompassing 7,000 years of continuous civilization. It has long served as a centre for social gatherings, fostering the exchange of ideas and cultural experiences. The festival is dedicated to promoting innovation, collaboration, and thought leadership in the realms of sports, fashion, music, and wellness.
Activities at the festival
At the Swerve Festival, participants had the opportunity to engage in a wide range of activities and experiences. They enjoyed yoga sessions sponsored by Alo Yoga, went horseback riding in partnership with Miasuki, and delighted in exclusive music performances by Eduardo Castillo and special guests. Additionally, they embarked on memorable excursions to historical sites such as Hegra, Saudi Arabia's first UNESCO World Heritage site, and experienced hot air balloon rides at sunrise.
Going forward
Swerve has a forward-looking vision, intending to organize a main annual event while also arranging pop-ups, side events, and collaborations with various brands and organizations throughout the year. In addition, the Swerve Festival plans to introduce the Swerve Awards, aiming to acknowledge remarkable accomplishments in categories including women empowerment, sustainability, social impact, education and values, design and innovation, and branding in upcoming events. These initiatives demonstrate Swerve's commitment to celebrating excellence and promoting positive change within the industry.