7SABER is a dynamic brand founded in 2019 by Otabek Umarov, head of the Triathlon Federation of Uzbekistan, which embodies the spirit of sportsmanship through its distinct logo inspired by global sporting icons. The name and emblem reflect a philosophy of courage and willpower, represented numerically by the number seven. Initially, the logo was shared freely among sports organizations, cultivating a grassroots popularity that resonated with both professional athletes and sports enthusiasts.

In 2020, a marketing study revealed the brand’s strong local presence and loyalty, catching the interest of Dubai's Berkeley Square Investments. This led to a licensing agreement that granted Urban Hayot LLC the rights to develop and commercialize the brand further. Officially launched on June 25, 2021, 7SABER now offers a range of high-quality sportswear and accessories for men, women, and children, promoting an active lifestyle and enhancing performance. With its unique blend of cultural significance and modern design, 7SABER aims to inspire the next generation of athletes.