In recent years, there has been heavy investment by Middle Eastern stakeholders in major sports assets across football, motorsport, golf, tennis, and more, aiming to secure a prominent place in the global sporting calendar. This effort particularly gained momentum in 2022 when Qatar hosted the FIFA World Cup, drawing worldwide attention to the region. As the Middle East establishes itself as a hub for sport and entertainment, a report by Deloitte anticipates continued growth in its sports events industry.
Moreover, in 2024, the sports and swimwear market in Northern Africa recorded a revenue of US$0.53bn. According to Statista, this market is projected to grow at an annual rate of 8.33% (CAGR 2024-2028). These figures highlight the region’s potential and the increasing demand for premium sports clothes, footwear and gym equipment, essential for enhancing consumers’ fitness journeys.
The UAE-based retailer GMG is an established player in this dynamic market, particularly in Egypt, where it is well-represented with popular brands such as Nike, Jordan, and Columbia, along with its home-grown concept, Sun & Sand Sports. This presence is bolstered by a broader partnership between the exclusive UK sports brand JD and GMG, which began in July 2023. This collaboration grants GMG the exclusive rights to operate JD stores across the MENA market. Following the successful launch of the first JD store in Bahrain in May, this venture into Egypt signifies a continued commitment to expanding JD’s footprint in the region.
Expanding Horizons with GMG
Carl Masterman, President of Sports, expressed his enthusiasm: “We are thrilled to celebrate yet another JD store in the region. Following the immensely successful launch of our first store in Bahrain, we aim to keep inspiring a generation of globally minded consumers through our pillars of sport, music, and fashion. The brand’s debut in North Africa paves an exciting journey ahead, merging quality, innovation, and a passion for delivering an exceptional shopping experience. We are determined to redefine the athleisure and sportswear fashion landscape in this vibrant region.”
A Strategic 10-Year Plan
Under the terms of the 10-year agreement, GMG plans to open around 50 stores under the JD fascia by 2028, focusing on key locations in the United Arab Emirates, the Kingdom of Saudi Arabia, and Kuwait. This strategy aims to provide the best of JD sportswear and solidify the brand’s presence in the Middle East and North Africa.
GMG’s Vision for the Future
This partnership and the strategic store openings highlight GMG’s and JD’s commitment to providing unparalleled sports fashion and lifestyle experiences to consumers across the region. With a blend of innovative retail spaces and a focus on quality and customer satisfaction, JD, under the guidance of GMG, is poised to become a dominant force in the MENA market.