International sporting goods retailer Intersport is preparing to enter the Moroccan market in 2027 through a strategic partnership with One Retail, the retail division of Moroccan group H&S. The first store is scheduled to open in Casablanca in the first half of 2027, followed by a gradual expansion into the Kingdom’s major cities, with 2032 as the target horizon. The project marks a new stage in the Moroccan group’s diversification strategy and is expected to intensify competition in the sportswear, footwear and sporting goods market.

Morocco’s retail market is preparing to welcome a new international player specializing in sporting goods. Intersport, a retailer of sportswear, footwear and sporting equipment, has entered into a strategic partnership with One Retail, the retail division of H&S, chaired by Moncef Belkhayat.

Under the agreement, One Retail will oversee the development of the Intersport brand in Morocco and operate its stores as part of a strategy to establish a nationwide sports retail network.

Announced on October 14, 2026, the partnership предусматривает the opening of the first store in Casablanca during the first half of 2027, followed by a gradual expansion into the country’s major cities through 2032. So far, the partners have not disclosed the final number of planned stores or the total investment allocated to the project.

The agreement will allow Intersport to enter the Moroccan market by relying on a local partner with experience in retail operations, commercial real estate, supply chains, marketing and customer experience management.

A Global Brand Strengthening Its Retail Presence

Founded in 1968, Intersport is one of the world’s leading sporting goods retail networks. According to figures published alongside the partnership announcement, the group generated revenue of €14.1 billion in 2025 and operated 5,260 stores across 40 countries.

These figures highlight the international scale of the network and its expertise in specialized retail, providing a solid commercial foundation for its expansion into Morocco.

Intersport’s business model is based on a multi-brand offering covering sportswear, footwear and equipment, alongside internationally recognized brands and its own private-label products.

The Moroccan stores are expected to offer products from brands such as Nike, Adidas, Puma, Under Armour, ASICS and The North Face, as well as McKINLEY and Energetics, which belong to Intersport’s portfolio of private-label brands.

This diverse range should enable the retailer to target several customer segments, from professional athletes and sports enthusiasts to consumers looking for clothing and footwear suited to an active lifestyle.

However, commercial success will depend on more than the breadth of the product range. Competitive pricing, product and size availability, and the quality of customer advice will also be critical.

One Retail Expands into Sports and Lifestyle

Intersport’s arrival in Morocco is part of One Retail’s strategy to develop a new business division dedicated to “Sport & Lifestyle,” allowing the group to diversify its activities and strengthen its presence in additional consumer markets.

One Retail already manages a portfolio of brands operating in various sectors, including food, beauty, home furnishings and convenience retail. According to figures published by Morocco World News, its network comprises 250 stores across 47 Moroccan cities.

This existing infrastructure provides an operational foundation for developing new businesses, supported by experience in store management, marketing, sourcing and customer relations.

Through the partnership, the group intends to expand its portfolio into a specialized segment combining sportswear, footwear and sporting equipment, leveraging the appeal of international brands and their ability to attract diverse consumer groups.

Morocco World News has also reported that One Retail aims to reach revenue of MAD 2 billion and operate a network of 400 stores by 2027. These targets apply to the company’s overall business and should not be interpreted as forecasts specifically related to Intersport.

Casablanca: The Starting Point for Expansion

Casablanca’s selection as the first location reflects its position as Morocco’s leading economic and commercial hub, its large consumer base and the diversity of its potential customers.

According to information published by Morocco World News, the first store is planned for Boulevard Al Massira, with an announced floor area of 1,200 square meters. Media reports have also mentioned potential expansion into Bouskoura, Marrakech, Rabat, Tangier and Agadir, although no definitive opening schedule has yet been published for these locations.

The first store will provide a practical test of the brand’s ability to understand local demand, identify products suited to Moroccan consumers and develop a retail model that can be replicated in other cities.

Logistics will be particularly important in this type of business, given the variety of sizes, seasonal collections and products tailored to different sports.

The success of the expansion will therefore depend on the company’s ability to coordinate sourcing, warehousing and distribution, maintain product availability and deliver consistent service across its network.

Greater Competition in the Sporting Goods Market

Intersport’s entry could introduce a new competitive force into Morocco’s sporting goods retail market.

Thanks to its multi-brand model, the retailer can bring together products for different sports under one roof, allowing consumers to compare brands, prices and product categories.

This development could broaden consumer choice and encourage existing retailers to improve their services, strengthen their commercial offerings and enhance price competitiveness.

However, the actual impact will depend on the pace of store openings, their locations, the composition of the product range and the pricing strategy adopted by the company.

At present, no published data are available to estimate the market share Intersport could achieve in Morocco.

The relationship between physical stores and digital sales channels will also be an important factor in determining the network’s commercial performance, particularly in terms of product availability, customer information and loyalty.

The company has not yet disclosed all the details of the digital strategy it intends to implement in the Moroccan market.

The 2030 World Cup Opens Up New Opportunities

Intersport’s planned arrival coincides with Morocco’s preparations to co-host the 2030 FIFA World Cup alongside Spain and Portugal. The international event is expected to increase Morocco’s sporting visibility and showcase its infrastructure and economic potential.

For sporting goods retailers, this context offers an opportunity to assess consumer needs and develop products that reflect changing sporting habits and growing interest in specialized equipment.

However, capitalizing on this momentum will depend on more than the sporting event itself. Consumer purchasing power, participation in sports and the ability of retailers to offer products at appropriate price points will also influence market performance.

In this context, Omar Benabdallah, One Retail’s vice-president responsible for the Beauty, Fashion and Sports divisions, described the 2030 World Cup as an opportunity to support the development of sport in Morocco and contribute to the Kingdom’s international profile.

Tom Foley, chief executive officer of Intersport International Corporation, highlighted the potential of the Moroccan market and the opportunity to bring specialized products and services closer to consumers and local sporting communities.

Investment and Employment: Key Performance Indicators

Despite the significance of the announcement, assessing the project’s economic impact will require additional information, particularly regarding the investment volume, the number of stores that will actually open, the jobs created and the scale of associated commercial activities.

To date, the two companies have not published a detailed project budget or definitive targets for the number of stores planned by 2032. They have also not disclosed specific employment forecasts for the Moroccan network.

It would therefore be premature to provide numerical estimates for these indicators before further official information becomes available.

For Intersport, Morocco represents a new market for expansion in North Africa. For One Retail, the agreement opens an additional avenue for growth and diversification while strengthening its position in the retail sector.

The opening of the first store in Casablanca in 2027 will be a decisive milestone in assessing the project. It will demonstrate whether Intersport can translate its international scale into a competitive offering tailored to the specific characteristics of the Moroccan market and build a sustainable presence in the sporting goods sector.