CourtLenz promotional image | Image courtesy of LITIV

From its inception, LITIV has been recognized for both its technological prowess and business potential. Starting with support from the 2022 Sports Industry Startup Incubation Program and Korea Technology Finance Corporation, the company went on to receive acceleration support and seed funding in 2023. In 2024, it was selected for the Little Penguin program by Korea Credit Guarantee Fund, the Startup Leap Center program, and the Pre-TIPS program. This year, LITIV has teamed up with KT to carry out a corporate collaboration project under the Startup Leap Package, moving toward full commercialization of its technology.

At the heart of LITIV’s innovation is “CourtLenz,” a vision-only based player tracking and game analysis solution. Without requiring wearable devices or costly equipment, CourtLenz delivers precise data using only smartphone footage. Traditional technologies suffer from severe accuracy drops (down to 33%) due to player occlusion. CourtLenz overcomes this with its patented “fused-association” algorithm, achieving 85% tracking accuracy with a single camera and up to 97% with multi-camera setups.


Promotional image featuring CourtLenz in action | Image courtesy of LITIV


How CourtLenz’s Fused-Association operates | Image courtesy of LITIV

The AI-powered analysis reports include biometric, spatial, and speed data, enabling players and coaches to craft scientific strategies. This is especially meaningful for youth athletes and underprivileged communities previously excluded from high-level analysis due to high costs. CEO JIHUN KIM stated, “CourtLenz aims to foster a true meritocracy where talent and effort define success.”

LITIV has set its sights on the U.S. as its first overseas market, given its status as the home of basketball and a hub for youth sports. Through partnerships with organizations like the YMCA, the company plans to expand the reach of CourtLenz. It is also exploring strategic collaborations with investment firms founded by NBA stars, such as Thirty Five Ventures and Build Your Legacy Ventures. Rather than simply seeking investment, LITIV is focused on aligning with local culture and market dynamics.

Looking ahead, LITIV is aiming for global recognition by targeting the CES 2026 Innovation Awards and Edison Awards. The company has already confirmed its participation in the Korean Pavilion at CES 2026’s Eureka Park. Domestically, it is preparing to sign an official service contract with the Yongin City Basketball Association, a key milestone validating CourtLenz’s commercial viability and market appeal.


LITIV says CourtLenz empowers more intelligent planning | Image courtesy of LITIV

In 2022, LITIV established a dedicated research unit at the Seoul AI Hub (formerly AI Yangjae Hub) to strengthen its tech foundation. Its headquarters are located in Pangyo, Korea’s premier startup cluster, which offers a robust support network for global expansion through programs like the Startup Leap Package, CES support, and the Brooklyn POC program in the U.S.

“Supporting athletes’ dreams with just a smartphone is LITIV’s mission,” said CEO JIHUN KIM. “Leveraging Pangyo’s strategic advantages, we will grow into a leading player in the global sports data market.”


DK Kim Reporter davis@aving.net

​Published 2025.08.20 12:57

 

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